Red letter day

U2’s Bono and model Christy Turlington, in Chicago to launch Red – a line of merchandise and clothing launched in association with ONE to benefit AIDS and poverty – walk to Air Force One with President Bush.

While hanging with presidents and world leaders isn’t new for Bono much anymore (which is remarkable in and of itself for a rock star), the launch of Red is remarkable in the world of corporate philanthropy and the global AIDS crisis. As Bono told the AP, ”We’ve moved from the philanthropy budgets to the marketing budgets, and guess what, there’s no comparison in size,” Bono said. ”We now have some of the most creative people in commerce — Steve Jobs, the marketing people at Gap and Motorola — all working for the world’s poor. That is so so cool.”

Cool. Yeah, that’s a good word to describe an incredible way to change the world. Cool.

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