Philanthropy | For Goodness’ Sake

How a summer bouquet could help in the fight against HIV

Flowers that fund vital health projects in Africa

How a summer bouquet could help in the fight against HIV

July 13 2010
Sibéal Pounder

Harnessing the profits of everyday consumer purchases to fund philanthropic causes is the core of non-profit Red’s philosophy, and by partnering with some of the world’s most powerful brands – from Apple to Armani – the group has channelled more than $140m into The Global Fund’s projects to eliminate Aids, malaria and tuberculosis in Africa.

Now, in a bid to add to that total, Red has created its own national florist service, Flowe(red), with a collection of summer bouquets available to order online. All profits are directed into The Global Fund, which will in turn invest the money in HIV health and community support programmes across Africa – home to 90 per cent of the estimated 430,000 children under the age of 15 who are infected with HIV every year.