Surprise surprise - the big (Red) charity drive (now a year down the line) has been declared a massive, hopeless failure - only reaping $18 million dollars from an advertising and promotion campaign costly a rumoured $100 million.
The disproportionate ratio between the marketing outlay and the money raised is drawing concern among nonprofit watchdogs, cause-marketing experts and even executives in the ad business.
It threatens to spur a backlash, not just against the Red campaign -- which ambitiously set out to change the cause-marketing model by allowing partners to profit from charity -- but also for the brands involved.
The reason is that we don't want your charity. Hand outs to Africa don't work Bono.
All that's happened here is that brands like GAP, iPod and Motorola have promoted themselves as giving a damn, but for all their effort and 'caring' - they have made more money, while the presumed benefactors of their love get stuff all.
Imagine how many small companies $100 million could have started in South Africa.
The idea folks, is trade - not aid.
Read: Costly Red campaign reaps meager $18 million - AdAge
Previously: The 'Make Africa Wealthy' campaign - Cherryflava
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