(RED)

You may or may not have heard of the RED Campaign. I have because one of my favorite companies, Apple, is a participant. Well, according to the Numbers column of the latest issue of Time, it has raised $18 million worldwide so far. You may say that is no small change. But it actually is when compared to the $100 million spent on marketing the RED Campaign by Gap, Motorola, and (yes) Apple (too). I wonder if they realize that their marketing overhead is that much more than what they are raising. I have a feeling that they do. But I guess it really shouldn't be considered marketing overhead since they are marketing both the RED Campaign as well as their own products at the same time. And they are spending their own money and not the money raised. But I wonder if any one of them had considered giving some of that marketing money to the campaign directly.