Michal Marek Pave nemakore gumi kubva muimbi ane mukurumbira Bono weIrish band U2 akatanga chirongwa chake cherudo Tsvuku. Ichi chirongwa chave kunzi semuenzaniso mukuru we "creative capitalism" iyo iri kwose kwose nhasi. Panguva iyo Bono paakatanga chirongwa ichi pamwe naBobby Shriver, chaive chinhu chakasiyana.
Nguva pfupi yatangwa chirongwa ichi, Bono naBobby, anova muzukuru weaimbove Mutungamiriri weAmerica, John F. Kennedy, vakakwanisa kutanga kushanda pamwe nemakambani makuru anosanganisira Starbucks, Apple neNike. Makambani aya akabva abuda nezvigadzirwa zviri pasi pechiratidzo che(RED), uye mari inobva mukutengeswa kwezvigadzirwa izvi inoenda mukurwisa AIDS muAfrica. Kwemakore gumi, mushandirapamwe uyu wakaunganidza mari inosvika mamiriyoni mazana matatu nemakumi mashanu emadhora.
Iye zvino chirongwa chakatarisana nedambudziko muchimiro chemakore gumi matsva, uye Bonovi et al. ndakakwanisa kuwana mumwe murume akasimba. Ndiro Bank of America, iro rakatopa madhora gumi emamiriyoni kumushandirapamwe weRed muna 2014 payakabhadhara madhora 10 pakurodha yega yega yeU1's "Invisible" panguva yeSuper Bowl. Munguva ichangopfuura, bhanga guru iri reAmerica rakakanda imwe mamiriyoni gumi emadhora uye, kuwedzera, rakatanga kuratidza mapikicha evanaamai vane HIV uye vacheche vavo vakazvarwa vane utano hwakanaka nekuda kweRed pamaATM avo. Ndiko chaizvo kutapurirana kweutachiona hweHIV kubva kuna amai vane pamuviri kuenda kumwana wavo uko Bono ari kuyedza nesimba kurwisa.
“Kana tikakwanisa kuisa mishonga iyi (maantiretrovirals, chinyorwa chemunyori) mumaoko aamai, haizotapudzire vana vavo, uye tinogona kudzivirira kupararira kwechirwere ichi,” anodaro Brian Moynihan weBank of America. Bono anowedzera kuti mari yakaburitswa neProject Red yakakosha kuvanhu uye inoponesa hupenyu hwavo. Bono anorumbidzawo kuti chirongwa cheRed chinoshanda sei chedzidzo. “Zvino unogona kuenda kuBank of America ATM muToledo, Ohio uye unoona mufananidzo wevacheche vasina AIDS vanozvarwa naRed. Zvine musoro."
Zvinonzi Bono akakurumidza kuona kuti zvaizomuomera kuwana rutsigiro rwakakwana rwezvematongerwo enyika muzvirongwa zvake. Kurwisana neAIDS muAfrica hachisi chinhu icho wezvematongerwo enyika weAmerica angadai akakunda musarudzo pamakore gumi apfuura. Mari yakasimudzwa neRed campaign inotungamirirwa nesangano risingabatsiri Iyo Global Fund, iyo inorwira kupedzwa kweHIV/AIDS, malaria nechirwere cherurindi. Sangano rinoshanda pamadhora mazana mana emadhora pagore, kunyanya kubva kuhurumende, uye Red ndiye anopa akanyanya kupa akazvimirira ega.
Zvichida zvakatonyanya kukosha kupfuura mari yakawanikwa ndiyo dzidzo yakambotaurwa, iyo inonyanya kushanda kubva pamiromo yemisoro yemakambani makuru kupfuura kubva mumuromo wevashandi vehutano. AIDS yakatouraya vanhu vanenge mamiriyoni 39, uye vanaamai vane HIV vachiri kutapurira vana vavo vasati vaberekwa. Nekudaro, huwandu hwekutapurirana huri kuderera zvakanyanya nekuda kwekuwanikwa kuri nani kwekurapa, uye Red ine chikamu mune izvi. “Patakatanga ini naRed paiva nevanhu 700 000 vari kurapwa utachiona hweHIV, pari zvino vanhu 15 miriyoni vari pamishonga yavo,” anodaro Bono.
Sezvatotaurwa, Apple inobatanidzwawo muRed campaign. Kudyidzana nemuimbi ane mukurumbira wedombo kwakatotangwa naSteve Jobs, akatanga iyo iPod tsvuku inotengeswa pasi peiyo (RED). Kubatana kwakaramba kuchienderera mberi kubva uye kunze kwekutengesa zvimwe zvigadzirwa (semuenzaniso tsvuku Smart Cover uye Smart Case kana Beats mahedhifoni) Apple yakabatanidzwawo mune imwe nzira. Apple vagadziri Jony Ive naMarc Newson kune yakakosha auction yakagadzirirwa yakasarudzika zvigadzirwa seyakagadziridzwa Leica Digital Rangefinder kamera, iyo yakatengeswa nemadhora mamiriyoni 1,8. Apple yakatorawo chikamu mune zvimwe zviitiko zvakawanda. Sechikamu chekupedzisira, ari pasi pe (RED) brand, pakati pezvimwe zvinhu, akatengesawo zvakabudirira iOS zvikumbiro, zveRed. yakawana mari inopfuura mamiriyoni makumi maviri emadhora.
Nekuda kweizvozvo, kunyange Apple mugadziri Johny Ive akabvunzurudzwa nezve Red mushandirapamwe, uye aifanira kupindura mubvunzo kana achifunga kuti mushandirapamwe wakapesvedzera mamwe makambani mafungire aanoita pamusoro pemagariro evanhu munharaunda yemakambani. Johny Ive akapindura kuti ainyanya kufarira kuti amai vainzwa sei, vane mwanasikana wavo aigona kurarama, pane kuti Red campaign ine simba kune mamwe makambani.
Pamusoro paikoku anowedzera, kuti: “Chinhu chakanditora mwoyo zvikuru chakanga chiri ukuru uye kuipa kwechinetso chacho, icho chinowanzova chiratidzo chokuti vanhu vafuratire. Ndakafarira chaizvo kuona kwakaita Bono dambudziko - sedambudziko raida kugadziriswa. "
