(RED)

Have you ever had the experience where you’ve never heard of something before, then you hear about it randomly in an off-hand capacity, and suddenly in a very short space of time it comes up again multiple times from multiple sources?
It happens to me frequently. I assume it has to do with being abroad for so long. Phrases and ideas that have worked their way into our culture over the last six years, and are now commonplace to most people, are brand new to me. I didn’t even know what trans fat was when I first got back to the States. Clearly, I’ve missed a few things.
But when the same subject, seemingly by chance, jumps into my path of awareness several times in just a few days, it tends to stick with me. It’s almost as if the universe is telling me to pay attention. Of course, it could be purely coincidental.
Yesterday, I was reading a Times article about creative capitalism written by Bill Gates (July 31, 2008: http://www.time.com/time/business/article/0,8599,1828069-1,00.html ). In it, he mentions Bono’s new pet project, the (RED) campaign. Companies sell (RED)-branded products, from which a portion of the proceeds go to The Global Fund. That money is then used to fight AIDS, TB and malaria in Africa.
While reading the article, I thought, “How cool. I can buy products I’d buy anyway, and I’ll be helping to support a great cause.” Having lived in and traveled through Africa for five years, I’m well aware that AIDS and TB are under-medicated and underfunded illnesses rampant throughout the continent. I’ve seen the effects of malaria first hand. It’s a curable disease, and yet lack of medicine to those who need it most makes it one of the world’s deadliest diseases.
Planning on following up with some basic research later, I logged the idea in the back of my mind and went about my day.
Here’s where the universe comes in. This morning, groggy and not yet awake, in fact barely aware, I wandered my way down to my local Starbucks. I mumbled out my order, waited somewhat impatiently, took my latte and left. On the walk home, as the caffeine went to work, I noticed that the cardboard sleeve on my cup had a new design. Holding it up to see better, I got an eyeful of (RED). Reading the fine print told me that Starbucks will donate $0.05 of every cup sold to The Global Fund. And it required no effort on my part beyond buying my usual coffee.
So is that coincidence, or is it the universe? Who knows. But I do know that from now on I will be seeking out stores that carry (RED)-branded items. I like the idea that I can make my standard purchasing power go a little further (like, to Africa),
For more information about the (RED) campaign, contributing companies and products, go to www.joinred.com .