American Express is joining the fight against AIDS in Africa. The financial services marketer is launching a new credit card, American Express Red, that will contribute 1 percent of what consumers
spend on the card toward the humanitarian group the Global Fund. Amex says American Express RED will be the first credit card to meet the payment needs of a new and growing group of individuals it
calls "Conscience Consumers." These are consumers who make decisions about the brands they purchase based on their social, ethical and environmental values. The new product is being launched in
partnership with a U.K.-based initiative called Product RED, which is designed to engage the private sector in the fight against AIDS in Africa by channeling funds from the sale of RED products
directly to the Global Fund to fight AIDS, tuberculosis and malaria. Other companies that have joined the effort include Converse, Gap and Giorgio Armani.
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