Here is how Mel at Blog for Democracy explained (RED):

What’s it all about? Altruistic consumerism, enlightened capitalism, intelligent humanitarianism, venture philanthropy. Red is the new black. Give it up for women and children in Africa with HIV.

So, companies sell one or more of their products as “red products.” When you buy one of these products, part of the proceeds go to fight HIV/AIDS in Africa. For an example, see Apple’s red iPod Nano. At least in the case of the red Nano, everybody wins: no extra effort or money is required from the consumer, Apple gets some advertising and philanthropic credentials in exchange for a cut, and money goes to combat AIDS/HIV.

Some of you may balk when you see the proceeds go to The Global Fund, which is a U.N.-supported conglomeration of government, private and non-profit groups. And that’s okay. I’m not suggesting you should participate in the program if you don’t support the cause or the group receiving the proceeds to support the cause, only that other altruistic groups should adopt this model because it’s a good one.

How about a (PINK) group for cancer research? Or a (TURQUOISE) group for stem cell research?

I really dig this sort of thing because when something is voluntarily-funded privately rather than government-funded it’s unimpeachable by the fundies, which is important in the cases of combating HIV/AIDS (since they generally oppose birth control) and my latter suggestion for a stem cell research group. And there’s more accountability built in since if The Global Fund slacks on the job or gets caught up in a corruption scandal, companies can pull their red products or consumers can quit buying them.