SAN FRANCISCO — For Aaron Marshall, tweaking his popular photo-makeover app Over to help Apple’s two-week (RED) campaign to fight AIDS was a simple decision. The problem is at its worst just outside his front door.
“Here in South Africa, we stand to be impacted most by this campaign,” says Marshall, a Portland, Ore., native who moved his start-up to Cape Town after doing volunteer work in the area. In South Africa, nearly one in five people has HIV/AIDS.
“Working with Apple on this project was just a convergence of things we value the most,” says Marshall, whose app will offer specially designed (RED) artwork and fonts during the campaign. “We help people create awesome artwork, but now they can do that and also help people live longer.”
On Monday, Cupertino, Calif.-based Apple kicks off a two-week multi-pronged fundraising campaign for (RED), the charity started by U2 lead singer Bono and Bobby Shriver. It includes 25 partnering app-makers, from Angry Birds to Toca Boca, which will donate all proceeds from purchases of their apps or in-app upgrades to (RED).
Additional funds will be raised through the purchase of Apple products. On Nov. 28, Black Friday, Apple will give those purchasing select hardware (RED) gift cards. On Dec. 1, World AIDS Day, every product in all Apple retail outlets and online is (RED), with a portion of those sales also all going to (RED)’s partner, The Global Fund, which fights AIDS as well as tuberculosis and malaria in a range of developing nations.
Since (RED)’s founding in 2006, the charity has distributed $275 million to The Global Fund. Some $75 million of that has come from its various partnerships with Apple, which date back to the first (RED) iPod Nano in 2006.