Jordan Times
Sunday, October 28, 2007
Queen lends support to (RED)’s partnership with Hallmark
AMMAN (JT) - Her Majesty Queen Rania on Friday lent her support as (RED) Cofounder Bobby Shriver unveiled (RED)’s newest partnership with Hallmark Cards, Inc. at a Hallmark Gold Crown store in New York.
Eight per cent of Hallmark’s (PRODUCT) RED net wholesale sales will go to the Global Fund to Fight AIDS, Tuberculosis and Malaria.
Queen Rania, who sits on the board of the GAVI (Global Alliance for Vaccines and Immunisation) Fund, has played a significant role in advancing health opportunities both regionally and globally.
“Lack of access to medicine and vaccines means that the world loses over two million children each year,” said Queen Rania.
“And I believe most human beings genuinely want to help others in need. And you don’t need to spend a lot to make a difference. Just one of these Hallmark cards will buy a single dose of medicine that reduces the risk of a mother transmitting HIV to her baby. A dozen cards will buy 15 doses. And the Mali mud bag provides five doses,” she added.
The Hallmark (PRODUCT) RED collection, which is now available exclusively in Hallmark Gold Crown stores in the US and online, features holiday and everyday greeting cards, gift wrap, Cards with Sound, a Keepsake Ornament, and a Mali Mud Cloth Bag, whose production creates jobs and supports the west African country’s local economy.
“(RED) is incredibly honoured to have the continued support of Her Majesty - from her Vanity Fair Africa issue cover photo with (RED) Cofounder Bono and (RED) supporter Mohammad Ali, to her presence here at today’s launch,” said Shriver.
“Queen Rania’s dedication to highlighting public health emergencies has helped thousands of women and children gain access to lifesaving antiretroviral medicine,” he added.
(RED), created by Bono (U2 singer and activist) and Shriver (chairman of DATA – Debt, AIDS, Trade, Africa), is a brand designed to engage business and consumer power in the fight against AIDS in Africa.
(RED) works with the world’s biggest brands to make unique (PRODUCT) RED-branded products and direct up to 50 per cent of their gross profits to the Global Fund to invest in African AIDS programmes with a focus on the health of women and children.
(RED) is not a charity or “campaign”. It is an economic initiative that aims to deliver a sustainable flow of private sector money to the Global Fund.
Since its launch in March 2006, (RED) has generated more than $45 million for the Global Fund. This is more than nine times the amount that businesses have contributed to the Global Fund since it was founded in 2002. Current product partners include Converse, Gap, Motorola, Emporio Armani, Apple and American Express (UK only).
To learn more about this partnership, please visit www.joinred.com or www.Hallmark.com/RED.