Twenty iOS apps will temporarily incorporate the color red into their icons in the Apple App Store in support of World AIDS Day and the RED organization. These popular apps include FarmVille: Tropic Escape, Angry Birds 2, Candy Crush, Clash of Clans and FIFA Mobile. Until December 6, the twenty apps will offer exclusive content through in-app purchases, such as more levels, different characters and new features, and 100 percent of the proceeds will be given to the RED organization. This marks the tenth year that Apple has partnered with RED to raise money for medicine to prevent mother-to-child transmission of HIV.
What this means for brands:
Apple’s partnership with RED is a prime example of a company or brand contributing and supporting charities. Brands that partner with charities help make a difference while gaining respect and admiration from consumers and their employees. Brands should consider offering support in addition to donating money, such as integrating a charity’s colors into products or offering special products or deals to specifically help an organization. Employees tend to be interested in their employer’s charity efforts and may also be inclined to personally participate in helping the charity. Companies should consider how they can work with different charities and incorporate them into their work or products in order to help the organization gain more exposure and show consumers that social responsibility is important to the brand.