Do the (RED) thing

The Gap has recently started working as a partner with Product Red, Bono's initiative to raise awareness and funding for the global fund. The profits made from the Gap Product Red will be going to help women and children affected by HIV/AIDS in Africa.

The campaign is being promoted by many celebrities wearing Gap apparel for sale including Steven Speilberg, Penelope Cruz, Chris Rock, and Dakota Fanning. There are several pieces for both men and women, as well as accessories that people can buy and a portion of the profits will benefit the Product Red fund.

The campaign is well done and they've used the celebrity endorsements well by taking provocative photographs with the celebrities toting Product Red gear. The copy of the campaign is also innovative and brings you into the issue.

Check it out at The Gap's website.