(RED)

Despite criticism cleverly titled "Whateve(red)," Gap's (RED) initiative is a productive and viable tool of social awareness and change, regardless of it's profitable marketing perks. The Pigeonhole writes, "Product (RED) taps into the beast that is American consumerism," and that "Everybody's concerned about getting tested for HIV, sex education, and treatment, but those poor people still go home to crappy shacks with bad water." Additionally, the sensationalizing of HIV/AIDS undermines other critical issues, such as "diarrhea-- a CURABLE disease."

The commercially-invoked mobilization against AIDS is admirable, even though it is rooted in consumerism. Executive Director of the Global Fund comments:

“RED is not a charity or public fundraising campaign. It is a business proposition that brings together partners with distinct priorities into a mutually beneficial relationship. Companies expand their customer base and bottom-line by combining their products with a brand that is both culturally significant and compassionate, while the Global Fund and its recipients gain not only critical financial resources but also publicity for their work."

While that does not sound very warm and fuzzy, why not re-work the machine for humanitarian purposes? In response to concerns that HIV/AIDS is not the only issue, and that impoverished people face other life-threatening obstacles--there is no end to the list of injustices that demand attention: climate changes, slaughtered horses, abused children, trafficking women/children, foster care, elder abuse, political corruption, racism, unequal education, police brutality...need I continue? To pit one tragedy against the other is subjective, circular, and unproductive.

In fact, the success of products geared towards HIV/AIDS relief is nothing short of uplifting for The Pigeonhole. With the proper implementation, we can curb global diarrhea with a dark brown shirt, and I would be quite thankful to whatever corporation facilitates that process. Despite questions of "why isn't Bono jumping on the anti-diarrhea bandwagon? Maybe it's too difficult to come up with a diarrhea ribbon, or celebrities are afraid of attaching themselves to a highly unattractive disease." I would argue that the unattractiveness of diarrhea is not the culprit--rather that in America it is not perceived as life-threatening, and without proper education, the notion of dying from it may seem far-fetched. With that in mind, "sensationalizing" diarrhea would be extremely productive. Additionally, the fact that virtually everyone has suffered from diarrhea at some point may even serve as a commonality that drives action. I would also like to add that the level of "attractiveness" is not a factor in mobilization, because AIDS is not an "attractive" disease:

What are the later symptoms of HIV/AIDS?

"Lack of energy
Weight loss
Frequent fevers and sweats
A thick, whitish coating of the tongue or mouth (thrush) that is caused by a yeast infection and sometimes accompanied by a sore throat
Severe or recurring vaginal yeast infections
Chronic pelvic inflammatory disease or severe and frequent infections like herpes
Periods of extreme and unexplained fatigue that may be combined with headaches, light-headedness, and/or dizziness
Rapid loss of more than 10 pounds of weight that is not due to increased physical exercise or dieting
Bruising more easily than normal
Long-lasting bouts of diarrhea
Swelling or hardening of glands located in the throat, armpit, or groin
Periods of continued, deep, dry coughing
Increasing shortness of breath
The appearance of discoloured or purplish growths on the skin or inside the mouth
Unexplained bleeding from growths on the skin, from mucous membranes, or from any opening in the body
Recurring or unusual skin rashes
Severe numbness or pain in the hands or feet, the loss of muscle control and reflex, paralysis or loss of muscular strength
An altered state of consciousness, personality change, or mental deterioration
Children may grow slowly or fall sick frequently. HIV positive persons are also found to be more vulnerable to some cancers."

I am getting off-track, because my main intent is to point out why I think that charitable causes feeding off of consumerism are positive and necessary. I also want to defend Gap's (RED) products. When a (RED) product is purchased, 50% of profits are donated. I urge people to be wary of lines that claim to donate, but in reality, give little to nothing. Gap does not fit this profile. Additionally, $1 pins are available that contribute 100% to the AIDS relief. Also, for those who do not need a statement or public display on contribution, clothing items are available that have no appearance of being (RED)--like a plain, blue-and-white-striped shirt.

Although Apple can pretty much suck me sideways for the meager 10% contribution per red ipod sold, the fact remains that, if you are going to buy an ipod nano, might as well get a fucking red one. My younger brother really wanted an ipod for the holidays, and I found that getting him a red ipod was an educational tool that allowed me to get him a fun present, and expose him to a pressing matter of which he had no idea. And though I am critical for the 10% allocation, $20 multiplied by the thousands sold really does add up.

Lastly, because AIDS has been historically marginalized and ignored as a "gay" disease, I am glad that it is receiving attention.

Bottom line: a single person cannot donate to every fitting cause. Why, giving a helping-hand to every worthy cause would leave virtually everyone broke. Consequently, it is beneficial that everyday products such as t-shirts can be simultaneously fun to buy, useful, and charitable. We live in a consumerist society; therefore, until the revolution, let us use consumerism to some sort of genuine advantage.

I close this exhaustingly long entry with another reminder: it is not only the HIV/AIDS campaign that is gaining a little help from our capitalist friends. Ron Herman has a staple necklace line that donates 100% proceeds to Beit T'Shuvah, a rehabilitation program, and has other t-shirt lines, one of which benefits a program to help reformed gang members.

It is true that nothing replaces genuine concern or a plain old donation or volunteer hours. If some asshole thinks wearing a shirt or buying a red nose-hair trimmer is enough, that individual has a problem, not the process itself. Now, whether or not the infrastructure exists to properly implement proceeds of such ventures is a completely different story...