Yesterday, Apple finally released the much anticipated software update known as iTunes 11, but it also quietly launched an iTunes promotion designed to benefit the global fight against AIDS.
Apple has teamed up with Starbucks to offer a charity gift card called the (RED) eGift basket.
The special iTunes offer was launched in conjunction with Project (RED), a campaign created in 2006 by rock star Bono of the band U2 and politician Bobby Shriver to harness the influence of celebrities and major consumer brands to raise funds for the Global Fund to Fight AIDS, Tuberculosis and Malaria. Starting this week, iTunes customers can purchase a special combination Starbucks/Apple gift card for $30, with $15 of that card applied toward iTunes purchases and $15 toward Starbucks in-store and online items. When customers purchase the combination (RED) eGift basket, the two companies will automatically donate 5 percent of the combined amount to the Global Fund.
As long-time supporters of the Project (RED) effort, the two companies will also feature separate charitable promotions, with Starbucks offering a five-cent donation for every handcrafted beverage sold in Starbucks stores in the U.S. and Canada on World AIDS Day (Saturday, Dec. 1), and Apple offering a special edition Product (RED) iPad mini case and iPod nano. Other tech-oriented brands pitching in during this year’s Project (RED) campaign include SAP, Beats by Dr. Dre, Gilt Groupe, Foursquare, and mobile battery device maker Mophie.
In addition to Apple’s (RED)-branded products, the company is also featuring a limited edition record on the front page of iTunes called “DANCE (RED), SAVE LIVES,” a 22-track compilation album presented by Dutch electronic dance music DJ Tiësto. All proceeds from the sale of that album are slated to go directly to the Global Fund.
Condom manufacturer Durex, meanwhile, has launched a new social media campaign on Twitter and Facebook to generate awareness about AIDS prevention education in honor of World AIDS Day.
By Adario Strange, PCMag