Independent Sees Red For AIDS Edition

Today sees the Independent print a special edition in support of the Product Red campaign to support HIV and AIDS victims in Africa, running a special red front page and editorial content focusing on the disease.

Guest edited by U2 singer and human rights activist Bono, and carrying contributions from an array of celebrities, the paper features myriad advertising from other firms involved with the Product Red campaign.

Amongst those lending their support to the campaign are Motorola, which has produced a special red edition of its SLVR mobile phone, and American Express, which is offering a special credit card in aid of the charity.

In addition to its invaluable publicity value, the Independent will also donate half of all revenues generated by the special issue to the Product Red charity. The paper’s cover price alone will generate just over £88,500 of that total, while ad revenue will provide a much higher amount.

Today’s special edition was backed by a radio campaign encouraging listeners to pick up the paper, while the titles website has also been transformed to reflect the Red activity, with stories on Africa’s AIDS crisis highlighted in the colour, alongside advertising from the campaign’s partner companies.

In addition, the Independent’s website features interactive content around the campaign, such as the ‘Red Game’ in which users are challenged to piece together a jigsaw of the paper’s front page for the chance to win an iPod.

The latest ABC figures show the Independent commanding sales of 252,931. The paper, which switched to tabloid format in 2004, has seen its circulation slip by 1.1% period on period, and 3.5% year on year.

Independent: 020 7005 2000 www.independent.co.uk