Apple's World AIDS Day campaign raised over $20M for (RED) foundation
In a note to employees sent out on Wednesday, Apple CEO Tim Cook announced the company donated more than $20 million to (PRODUCT) RED this quarter, in large part thanks to a World AIDS Day campaign featuring an Apps for (RED) promotion and a direct cut of Apple Store sales.
The Bono-backed RED foundation received a huge shot in the arm from Apple this quarter after the tech giant conducted various fundraising projects in its commitment to aid the worldwide fight against HIV/AIDS, reports Re/code.
"I'm thrilled to announce that our total donation for this quarter will be more than $20 million — our biggest ever — bringing the total amount Apple has raised for (PRODUCT) RED to over $100 million," Cook said in an email to employees. "The money we've raised is saving lives and bringing hope to people in need. It's a cause we can all be proud to support."
Last month, Apple announced a series of special promotions as part of its 2015 World AIDS Day campaign, starting with the "Apps for (RED)" project that saw leading developers put exclusive content up for sale with proceeds going toward (RED)'s global fund. Apple kicked off the sale with its own (GarageBand)RED update that included hundreds of new loops for $0.99.
Apple also donated a portion of retail and online Apple Store sales to the Global Fund to fight AIDS over Black Friday and Cyber Monday, two of the biggest shopping days of the year. For Black Friday, Apple doled out special (PRODUCT)RED iTunes Gift Cards with select purchases, each card representing an additional donation to the fund, while giving a direct slice of Cyber Monday sales to the fund.
On Dec. 1, World AIDS Day, Apple Stores tinted their iconic Apple logos red in recognition of millions of people currently living with AIDS, and in remembrance of the more than 35 million who have died from the virus.