World AIDS Day initiative has received a colourful sign of support from Apple, with its stores worldwide illuminating the iconic logo in red. Apple’s store on Sydney’s George Street was the first to mark the start of the 24-hour (RED) initiative. Project (RED) has been operating in partnership with the global tech giant since 2012 and aims to raise awareness and spread hope of an AIDS-free world.
The color is a nod to the instantly recognizable red ribbons introduced in 1991 to raise awareness for those battling HIV.Â
Recently, Apple has been reluctant to tinker with the prominently displayed apple-shaped iconography as it serves as an Apple Store’s lone signage. Since the change in policy, the company has colored its normally white logo only a few times, including subsequent World AIDS Days and this year’s Earth Day, which saw Apple Stores color the logo’s “leaf” portion green.
Prior to its overtly public show of support, Apple has been a longtime partner of PROJECT(RED), an initiative cofounded by U2’s Bono to help end the spread of HIV/AIDS in Africa. Since 2006, the company has raised over $75 million for the global fund through sales of (RED) branded products like iPods and accessories.
Last week Apple announced a special campaign created in partnership with a handful of developers that offers exclusive (RED)-themed in-app content through the iOS App Store, proceeds from which go to (RED)’s global fund. In addition, the company handed out iTunes gift cards with select purchases on Black Friday — each card representing a donation — and will gift to (RED) a portion of all Apple Store retail sales taken in on Cyber Monday.
‘(RED) was designed to kick-start a steady flow of corporate money into the Global Fund to help make this possible.’Â (RED) has forged partnerships with other global brands such as American Express, Converse, Gap, Emporio Armani, Hallmark and Motorola to create products sold to raise funds for the initiative. Â