With the (RED) site relaunch, our goal was to take the statistics our of the equation. We wanted to show people the tangible, human impact that just one purchase could make in the life someone living with HIV. Alongside the price, users would also see how much treatment could be provided with the purchase of that single item.

And at every turn, the new responsive (RED) site challenges people to act by either buying, spreading the word, or donating directly to the cause.