MySpace teams up with Red campaign

The social networking site MySpace has joined forces with Red, the U2 frontman Bono's global campaign to fight Aids in Africa. The inititative will allow European MySpace users to customise their homepages to promote the charity.

The Red profile, at www.myspace.com/joinred, encourages MySpace users to help by buying Red products and allows them to customise their pages with skins, banners and icons that use some of the artwork from the charity's ad campaigns - words such as "Admi(red)", "Desi(red)" and "Inspi(red)" in white on a red background. Nearly 19,000 users have already signed up as "friends" of the initiative.

Today (21 September), MySpace has dedicated the entire European site to the charity, turning the homepage red and sending a message to all members encouraging them to support the project.

Bobby Shriver, the chief executive of Red, said: "Red and MySpace are a great fit. MySpace is where Red consumers are.

"Its youthful base of creators and users are more aware of global issues such as Aids, making it the perfect forum for Red. Word-of-mouth can make a big difference in driving social change."

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).