The high-profile Red effort, which has already recruited countless celebrities and marketers on its way to raising $150 million for HIV and AIDS programs in Africa, hasn't stopped trying to find new audiences in unconventional ways. Red was the first, as far as we can tell, to include a half-hour film in an iPad app.
Its app, which is free, includes the documentary "The Lazarus Effect," which demonstrates the effect of antiretroviral medication on HIV-positive people in Zambia. But the app also includes strikingly presented photography, portraits, information on Red, suggestions to get involved and links out to sites where users can donate or buy Red products.
It's neither a quick download nor a small one. But the iPad hasn't typically called good works to mind yet either. Red's app reminds you that new technology and communications are ready to go where you push them.