Hallmark sees Red

I am a big fan of this campaign -- despite its hipster-overtones -- mostly because I believe that Bono cares deeply for the cause.

The RED campaign supports the The Global Fund -- which is an amazing initiative. I have had the pleasure of covering news focused on world health, poverty, environment and human rights issues for the past 3 years, and part of our major focus is on HIV/AIDS, TB and malaria -- three of the biggest killers in the developing world. Hallmark is selling 23 greeting cards and other products, some of which are made in Africa, a portion of the sales from which will go to Bono's group and support the Fund.

"The company estimates that the donation from the sale of each $4.99 (Product) Red greeting card with sound, for example, will provide a contribution large enough for a single-dose treatment to reduce the risk of transmission of HIV from mother to child during childbirth."

Yes, it's steep for a card -- even one with sound -- but how often do you see something on a U.S. store shelf that could support the prevention of MTCT with antiretoviral drugs?