A stormy discussion is on in show business circles, cooperate boardrooms and a whole aura of the business world as to whether the “Red brand” brain child of the almighty Bono is really authentic. His nerve on arranging world class charity events is so mind boggling and always exclusively successful, he has beaten all odds to become one of the most celebrated musician philanthropists to make a mark on the world stage. His latest addition to one of those pilot projects is once again a subject of debate. Brandweek.com reports
“Motorola, The Gap, Emporio Armani, Nike's Converse and American Express will jointly launch a new brand in the U.S. covering a range of their products in conjunction with U2 singer Bono in the fall. A portion of the sales of the brand, Red, will benefit The Global Fund to Fight AIDS, tuberculosis and malaria”
The development has been in the pipeline for sometime and it took incredible juggling and tact to manage to bring such big names aboard the “red brand” family. Skeptics are thriving on an idea that companies in this commonwealth with be able spin bigger money in the event with a trickle getting to the causes. The appeal would also be vast as shoppers would link the products to directly helping Africa who actually derive peanuts. Why such arguments are advanced at this time when we have had disturbing reports of global corporations fleecing bleeding Africa of its resources in the past? This is sheer show of remorse or a mere change of heart which ought to be welcome at least for the few corporations toeing that line. I mean they also do business to profit and profiting on goods while apportioning some of the proceeds to African causes is of paramount importance.
Their image in the eyes of their customers will immensely take on a human face; the stereotyping though will remain until a critical mass or so of global corporate citizens subscribe to the same. This is a major project tailored to an Africa renaissance I should say, at least with this one there cannot be fatigue which bedevils many philanthropical causes.
While that mustard gets nurtured on the private business front, the continent can at least hope for the day when the much hyped strategic importance pact by the US government comes into force. The heritage foundation believes it’s high time for America to spearhead a plan to revive broken states, look at the energy opportunities in Africa, and ready the continent to terrorism eventualities.
The US is also on track to increase total assistance to Africa to $8.7 Billion double the level of assistance in 2004. On bush’s itinerary for Africa is adding five investment funds supported by overseas private investment cooperation (OPIC),on his trip to Africa to sign the largest project in the millennium challenge account corporation history –a $698 Million compact with Tanzania, to sign a bilateral investment treaty with Rwanda – the first such treaty in sub Saharan Africa in a decade. The couple of such endorsements to African causes are what many can pray for; my school of thought is however a need for more trade with Africa, less tariffs and that can be sustainable development and a mutually beneficial relationship
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