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Gap launches new (PRODUCT) RED campaign


SAN FRANCISCO, Ca. Gap will be launching its latest marketing campaign for (PRODUCT) RED, a for-benefit brand designed to help eliminate AIDS in Africa, the company announced Thursday.

Gap’s latest print campaign features celebrities wearing a Gap (PRODUCT) RED item in a way that expresses their personal style. The goal of this new campaign, Gap executives said, stresses the idea that one person could change the world. As part of Gap’s partnership with (PRODUCT) RED, half the profits from Gap’s sales this collection go directly to the Global Fund to help finance AIDS programs in Africa with a focus on women and children.

Gap has also introduced the (2 WEEKS) T-shirt, a limited edition item that sports a message regarding the direct impact that its sale contributes to the Global Fund. The shirt, available Friday on, and at stores nationwide later this month, contributes to the average cost of 2 weeks of antiretroviral (ARV) medicine in Africa, the company said. To celebrate the debut of this special item, Gap’s new ad campaign features celebrities Anne Hathaway and John Legend wearing the (2 WEEKS) T-shirt.

 “Since launching last year, (PRODUCT) RED has contributed more than $45 million to the Global Fund,” said Marka Hansen, president of Gap Brand North America. “Gap is honored to be a partner of (PRODUCT) RED and we’re excited to continue creating special, limited edition collections that help raise awareness of the epidemics facing Africa, while inspiring people to make a difference in the lives of others.”

The print campaign is running in November issues of several magazines. Additionally, the campaign will be featured in Gap stores, online and more.

One year ago, Gap introduced its first (PRODUCT) RED collection for men and women comprised of items rooted in classic Gap product categories such as T-shirts, hoodies, jeans and accessories. Earlier this year, babyGap and GapKids introduced (PRODUCT) RED collections made especially for babies and kids including bodysuits for babies.

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