In today’s difficult economic times, organizations worldwide are looking to sell more, while having a lower overhead cost; generate more profits with less cost, and develop a loyal consumer base quickly. Because of this, organizations are changing over from a traditional segregated marketing concept into a more streamlined and unified marketing concept, also known as Integrated Marketing Communications, or IMC. IMC is a strategic marketing management concept that is designed to unify and unite all communication efforts from the organization to the consumer, which includes strategies for: advertising, public relations, sales, promotions, and direct marketing in both controlled and uncontrolled media environments. An example of an organization with a highly integrated marketing communications strategy is a philanthropic organization known as (RED). (RED) raises money for the Global Fund for the single purpose of providing medical care and support to people affected by HIV/Aids in Africa. Initially, the organization was founded as the DATA and ONE foundation by U2’s Bono and Bobby Shriver, (son of Sargent Shriver and Eunice Kennedy-Shriver, founders of the Special Olympics). (RED) grew out of the founding of these two organizations that were initially started to aide Africa in other ways. DATA was set up in 2002 to provide debt relief, aids funding, fair trade rules, for Africa. A portion of startup funds for this foundation came from the Bill and Melinda Gates Foundation. The ONE was founded in 2002 as a grassroots organization, by various non-profit humanitarian organizations, which included DATA ( The objectionable goal of ONE was to increase funding for all international aids programs global wide and aide in fighting poverty, particularly in Africa. Following the merging of ONE and DATA in 2007, (RED) was born. The goal of (RED) is to have a generation free of aids in Africa by 2015 by administering medication to the pregnant mothers to prevent the transmission of aids to their babies. All proceeds generated from (RED) products go solely to benefit the Global Fund, which is a performance based fund created in 2002 to fight Aids, Tuberculosis, and Malaria around the world. There are no overhead costs for the Global Fund or (RED) so 100 percent of proceeds go directly to benefit the cause. One quarter of all international funding goes to HIV/AIDS, half goes to benefit tuberculosis, and another quarter of funds for the fight against malaria. Currently, (RED) is the largest private donor to the fund and by 2011 (RED) has generated over $170 million in funding. Some of the largest US based iconic brands such as Apple, Nike, Dell, and Gap are supporters of (RED) campaign. For more information visit

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