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Bono and Bobby Shriver Launch Product Red to Harness Power of the World's Iconic Brands to Fight Aids in Africa

At the World Economic Forum Annual Meeting 2006 in Davos, Switzerland, Bono and Bobby Shriver announced Product RED, an economic initiative designed to deliver a sustainable flow of private sector money to the Global Fund to Fight AIDS, Tuberculosis and Malaria. It marked the first time that the world's leading companies have made a commitment to channel a portion of their profits from sales of specially-designed products to the Global Fund to support AIDS programmes for women and children in Africa.