Celeb-Driven “Red” Charity Shopping Campaign Spent $100 Million to Bring $18 Million.
Bono and his celebrity friends’ Red campaign has raised $18 million worldwide - that’s nothing to sneeze at except that they had spent an estimated $100 million promoting it!
The disproportionate ratio between the marketing outlay and the money raised is drawing concern among nonprofit watchdogs, cause-marketing experts and even executives in the ad business. It threatens to spur a backlash, not just against the Red campaign — which ambitiously set out to change the cause-marketing model by allowing partners to profit from charity — but also for the brands involved.
The backlash has already started:
The campaign’s inherent appeal to conspicuous consumption has spurred a parody by a group of San Francisco designers and artists, who take issue with Bono’s rallying cry. "Shopping is not a solution. Buy less. Give more," is the message at buylesscrap.org, which encourages people to give directly to the Global Fund.
Link - via A Welsh View
this post? Please 
Vexorg
I really liked the (RED) campaign, and thought it was a cool way to market gadgets that people wanted anyway and support a charity at the same time. 
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