MEX

I was reading an interesting article today about how Bono, the U2 singer and charity activist, is working with Motorola and the UK’s major network operators to raise money for The Global Fund’s African AIDs programme.

Bono and Bobby Shriver (Chairman of DATA) have launched an initiative called Product Red, which encourages the world’s major brands to produce red versions of their famous products and donate a percentage of revenue to the charity. In Motorola’s case, it is offering a red SLVR handset and donating GBP 10 from every sale. UK operators will also give 5 percent of revenue generated by these handsets.

I like the idea for its simplicity and for the way in which it allows customers to actively express their affinity and help a particular cause by choosing their mobile experience. Read more on the Motorola web-site.