(RED), named for the color of emergency, was founded by Bono and Bobby Shriver in 2006 to turn companies into a force to fight the AIDS pandemic. Today, (RED) is also fighting the urgent threat of COVID and its devastating impact on the world's most vulnerable communities, answering the need for a truly global response.

(RED) partners with the most iconic brands and people to create (RED) products and experiences — all of which raise money for the Global Fund, one of the world's largest funders of global health.

To date, (RED) has generated $700 million for the Global Fund, helping more than 245 million people. The money raised by (RED)'s partners and campaigns goes directly to strengthen health systems and support life-saving programs in the communities where pandemics hit hardest.

100% of all contributions from the sale of (AM)^RED products goes directly to programs - no overhead is taken. (RED) funding supports a range of life-saving programs that strengthen healthcare systems by providing access to HIV prevention, testing, treatment and care; COVID-19 relief; as well as PPE and training for front line healthcare workers.

COVID continues to have a devastating impact on the most vulnerable communities and threatens to undo years of progress in the fight against AIDS. (RED) helps support the Global Fund’s COVID response by equipping health care workers and health facilities with the tools they need to combat the pandemic including testing, diagnostics, and PPE. (RED) funding also helps reduce disruptions to vital health services so that communities continue to get the healthcare they need.

AM Denmark has joined forces with (RED) to fight against global health emergencies. AM Denmark will donate $3 from every (AM)^RED product purchased to the Global Fund, with a minimum donation of $100,000. This donation will help strengthen healthcare systems and support equitable access to testing and treatment.