Satrbucks' (Red) Fights AIDS in Africa (Public Relations)

In October 2008 Starbucks announced multi-year partnership with (Red).
Between November 2008 and January 2009, Starbucks donated 5 cents from the sales of Red Exclusive Holiday beverages: Peppermint Mocha Twist, Gingersnap Latte and Espresso Truffle to the Global Fund, established in 2007 to fight AIDS, tuberculosis and malaria worldwide.


The company said that the partnership with (Red) it's a way of showing the company's responsibility for the planet, community and people . In addition, it gives costumers the opportunity to participate in the action of doing good.




After selling the (Red) beverages, Starbucks included the (Red) Card, from January 2009 to December 31st. Each time a costumer uses his card , the company gives 5 cents to the Global Fund. This way both the company and the costumers are getting involved in helping the planet.


In one month of the partnership, Starbucks accumulated funds for 1.4 million doses of medicine to save lives in Africa.
I think, that's a good way a company can show its responsibility and commitment for the planet. Doing business responsibly, that's what Starbucks focuses on many times. They create the link between their company and people from the entire world. In general, company's social action are always supported by its costumers.