Bugaboo becomes the first partner to contribute 1% of total revenues to (RED).
To mark the partnership, Bugaboo has created (Bugaboo) Red, a dedicated product range, designed to give customers the option to visibly communicate their support for the (RED) partnership.
Bugaboo chief executive Nico Moolenaar says: “Bugaboo is built on innovation, which is why we were drawn to (RED), which harnesses the power of consumerism to be a force for good.”
Companies supporting (RED) in the past have created limited edition red products and donated a percentage of their revenue to the Aids fund. These include American Express, Motorola, Apple and Dell.
By raising money through brand partnerships, (RED) aims to fund anti-retroviral drug treatments, prevent mother-to-child transfer of HIV and improve the quality of life for sufferers as well as raise awareness among consumers.
(RED) chief executive officer Susan Smith Ellis says: “Bugaboo will raise the profile of the (RED) brand worldwide drawing attention to the pressing issue of HIV/Aids in Africa and highlighting the power of consumer purchasing decision.”