(Red)emption

I hadn’t heard a whole lot about the Product (Red) Campaign, (the Gap’s contribution to wiping out AIDS in Africa) but I had heard enough to admire the intention. The problems in Africa really seem to be beyond description and the temptation view the whole situation with an attitude of despair is sometimes strong. So let me say that I admire any organization that seeks to make a difference in eradicating this tremendous injustice.

I’ve been made aware (through my brother) of an effort called (Red)emption that is being launched by Mike Todd, a Vancouver blogger and Regent College student. His goal is to honour the intention of Product (Red) while bypassing the consumerism that it seems to require. Essentially he’s asking why the only way we (as a culture) will give money to this project is if there’s something in it for us (a red T-Shirt or a red ipod for example). Could we give exclusively out of a motivation for love or do we have to be bribed in the process?

He’s only asking for $10 and his goal is to get 1000 people to join in to prove that it’s possible for ‘kingdom currency’ to make a difference. The money will go to the Stephen Lewis Foundation, an organization dedicated supporting grassroots efforts that are trying to ease the suffering in Africa. Please help prove Mike right.

Update: In anticipation of some of the questions that people may have of a campaign like this I’ll simply refer you to Mike’s own responses to various questions and objections.