The oft-criticized Product (RED) campaign recently had a quick boost after a very successful auction organized by Sotheby’s, Bono, and artist Damien Hirst. For the auction, Hirst asked 100 artists to create a painting inspired by the word/concept “red.” Artists such as Banksy, Jasper Johns, and Takashi Murakami submitted their work, and on February 14th, all 100 pieces were auctioned off for a total of $42.5 million, with all proceeds going to Product (RED) charities.
Among the pieces auctioned off was a piece by Damien Hirst himself, Where There’s A Will, There’s A Way, a work filled with antiretroviral drugs for the treatment of HIV. It sold for $7.15 million.
Prior to the auction, (RED) products have generated $60 million for The Global Fund. The proceeds from the auction put the donations over the $100 million milestone, a major win for the campaign and for the fight against HIV/AIDS.