Amex is seeing RED

September 2006

American Express has launched its new Red Card in the UK, a charge card that donates a minimum of 1% of all purchases to the Global Fund to help fight AIDS in Africa.

The program is tied to Product RED, an economic initiative created and launched by Bono and Bobby Shriver, along with partner companies American Express, Gap and Giorgio Armani.

RED partners with brands to create RED products. A proportion from the sale of these products goes to the Global Fund-financed programs in Africa, which positively impact the lives of women and children affected by HIV/AIDS.

Amex gives 1% of every Red Card purchase to the fund, with the contribution increasing to 1.25% for consumers who pass a specific spending limit. 

American Express, who in 1983 instituted a campaign to donate a penny to the Statue of Liberty restoration project every time its customers used their credit cards, is considered by many to be a pioneer of cause related marketing.