The World: Columbus - Red campaign is underperforming for charities

The Red campaign, the cause marketing initiative being championed by stars such as Bono, is raising a low amount of money for charity, according to US reports.

Brands involved, including Gap, Apple and Motorola, are said to have spent up to $100 million between them. But in the year since the campaign's launch, the tally raised worldwide amounts to just $18 million. Now, the gap between the marketing outlay and the amount raised is causing concern among non-profit watchdogs, cause marketing experts and agency executives.

Mark Rosenman, a non-profit sector specialist, said: "It benefits the 'for-profit' partners more than the charitable causes."

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