Great story tee'd up by Marginal Revolution. Turns out that one recent celeb-driven charity campaign was actually more intent on promoting the celebs, than impacting those in need. The RED campaign against AIDS has apparently spent ~$100M in advertising to raise $18M.
This isn't entirely fair, as much of the advertising spend was really just reallocated to promote a tie to RED, but still, the results are suspect.
This isn't the first or last time charity has been leveraged to commercial advantage. I might be off on my numbers, but Miller Beer one time spent $500,000 promoting it's decision to give away $50,000 in scholarships.
Wednesday, March 07, 2007
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With my new friends on the Great Wall of China
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