PRODUCT (RED)™ Online Initiative – Motorola
Lead Copywriter & Concept Developer
DRAFTFCB | New York
In 2006, Motorola had just come on board as the technology partner for Bono’s charitable PRODUCT (RED)™ initiative. The idea was to create a special RED product line that would contribute a percentage of every sale towards eliminating AIDS in Africa.
For Motorola, we created a rich online experience that allowed users to connect with the campaign and see the direct benefits of their purchases. The site offered an assortment of original RED content from around the world—including music, videos, art, exclusive downloads and a live event in Trafalgar Square featuring RED collaborators the Scissor Sisters.
One of the most popular elements of the digital campaign was an interactive calculator we created that allowed users to see just how much of a difference they were making in the lives of those in need.
I served as the lead writer for campaign’s online media (concept through development), and provided ongoing supervision for updates and special promotions.