Dedicated to clever and innovative trends of art and design in activism.

Love the idea behind (PRODUCT) RED, but hate the consumerism that drives it? Maybe it’s the environmental impact that drives you crazy, you can’t afford the luxury, or one ounce of social responsibility simply can’t bring you to shop at the Gap. (RE) shares these objections with you, and has begun a campaign to respond directly to (PRODUCT) RED by offering alternative strategies for participation in raising both funds and awareness for a cause.

(RE) capitalizes on the brand-awareness built by (PRODUCT) RED and makes subtle changes to their designs, challenging the corporate identity and appropriating their momentum. With their INSPI(RE)D campaign, for example, they move the parenthesis to the left by just one character - instead of INSPI(RED) - and silkscreen the design on reused thriftshop shirts. The re-branding places emphasis on re-use in order to encourage conscious consumption.

For their efforts, (RE) has been issued a cease and desist letter from the (PRODUCT) RED trademark holders, a company called The Persuaders, LLC.

(RE) is continuing work, in the hopes that the courts will side with them - and, if it comes to this, they should. Fair use permits use of copyrighted materials for parody or criticism.

Their initiative COVE(RE)D takes aim at potential consumers of (PRODUCT) RED. Instead of buying new, (RE) encourages a DIY approach to awareness raising - cover items you already own in red vinyl, and give them new life:

You don’t need a new phone or music player to raise money and awareness. Be creative, make your own products RED, and give to the AIDS organization of your choice.

Send in a photo of your COVE(RE)D item and info on your donation and they’ll add it to the COVE(RE)D Flickr set.

Their (RE)SALE campaign collects donated red items for auction, putting unused items up for sale in support of the cause.

(RE)’s dedication is marked by their commitment to give 100% of the proceeds (after cost) to support grassroots projects at the community level. In all of their ventures, (RE) is wholly transparent, and has posted their financial statement online.

Keep up with them at the (RE) blog.

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