To benefit Bono's RED Global Fund to fight Aids in Africa, Zaha Hadid has produced a limited red Aqua Table. Profits from the sale of the table will be donated to the charity. Hadid's Aqua Table made headlines when one of two original prototypes sold at auction for over $250,000.
Not sure what RED is about? Check out the video to see Bono talk about what his campaign does for World AIDS day.
Implications - For a company or organization seeking to gain publicity for an issue of public health, there are few ways more effective than celebrity advertising. By attaching a celebrity name to an atrocity or frequently occurring social ailment, the company puts a face on the issue for the public. The personal connection and familiarity between celeb and consumer humanizes the issue.
What Makes This Trend Stand Out
- Celebrity Advertising
- Using celebrity endorsements to raise awareness and gain publicity for social issues and public health.
- Limited Edition Products
- Creating and selling limited edition products to support charitable causes and donate profits to charity.
- Auctioned Artworks
- Selling valuable artworks through auctions to generate funds for charity and create buzz.
Sectors Adopting This
- Advertising
- Opportunity for advertising agencies to leverage celebrity endorsements for social impact campaigns.
- Art and Design
- Opportunity for artists and designers to create limited edition products for charitable purposes.
- Auction and Fine Art
- Opportunity for auction houses and art dealers to facilitate the sale of valuable artworks for philanthropic causes.
