• October 4, 2007

Gap's new campaign for Red, the program that funds AIDS service in Africa, uses images of actors, celebrities, artists and others shot by photographer Annie Leibovitz. Among those in the campaign are actress Anne Hathaway; musician John Legend surrounded by the African Children's Choir; and Grammy Award-winning musician and producer Wyclef Jean embracing his daughter, Angelina.

In the magazine effort, the celebrities wear a Gap (PRODUCT) RED item in ways that express their personal styles. The text says things like "Can the shirt off your back change the world?" and "Can the next generation change the world?"

The ads, via N.Y.-based Laird + Partners, Gap's creative agency, will run in November issues of fashion/celebrity magazines and general interest magazines: Vogue, Vanity Fair, Harper's Bazaar, Elle, Glamour, Lucky, Marie Claire, GQ and Details.

Ads will also run in The New York Times and weekly magazines including US Weekly, Rolling Stone and Entertainment Weekly. In addition, the campaign will be featured in Gap stores, online, and outdoor in select markets.

Half the profits from Gap's sales of Gap (PRODUCT) RED collections go the Global Fund to direct HIV/AIDS prevention, care and treatment in Africa. Gap will launch a T-shirt called "(2 WEEKS)" referring to the two weeks of antiretroviral (ARV) medicine in Africa that the sale of the shirts will support.

--Karl Greenberg