I first became aware of the (Red) campaign on Thanksgiving night when I saw a long commercial about it (narrated by Bono). Some of my younger friends tell me that (Red) has been operating in Europe for some time, but it seems the U. S. push is just beginning.

Here’s how it works: Companies like Apple, American Express and others brand certain products with the (Red) logo. (The products themselves may or may not be red in color). When consumers purchase (Red) products, part of the profits go to AIDS relief. The (Red) Ipod Nano, for example, which is actually red as well as (Red) costs the same as comparable Ipods, but $10 goes to AIDS relief with every purchase.

The (Red) manifesto stresses that (Red) isn’t a charity but rather a business model, that once consumers understand the choice, they will choose (Red) products and increase their market share enough to offset the contribution. The relative success of products labeled “green” and “organic” may indicate that (Red) will succeed.

I think (Red) is a great idea and I hope it works. What concerns me is that it taps our questionable impulse of materialism and suggests that we can use it for good (kind of like the 2001 idea that we had to shop, or the terrorists had won). Sure, if I’m going to buy a Nano anyway, I might as well get the (Red) one. But what if instead I decided to forgo the purchase altogether and give $200 to AIDS relief?

The truth is, most of us aren’t going to do that. And this is the problem. The (Red) option gives me an alternative that keeps me from feeling guilty about it.

Socially-responsible economics are complicated. For example, a (Red) T-shirt from GAP costs $28, and GAP says they donate half the profits to charity. My initial reaction is: “How selfish do you have to be to buy a $28 T-shirt? And how much better can it be than a $7 T-shirt from Wal-Mart?”

But look closer and you’ll see that GAP also claims to be committed to improving conditions and pay in garment factories in China. Maybe that $7 shirt is subsidized by child-labor at slave wages. Maybe it really does cost closer to $28 to get it made fairly and get it shipped here.

Which brings me back to wishing this whole project well. As Chrsitians, however, shopping responsibly can be only the beginning. Loving our neighbor like we love ourselves requires real sacrifice.

P. S. Growing up in the late-cold-war 70s, I never thought being red would be such a desirable thing!