Product RED, a global social-cause initiative that aims to engage the private sector in the fight against AIDS in Africa, is following up its Oct. 13 U.S. launch with the rollout of special-edition products and merchandise from Apple, Gap, Motorola and Converse, among others, writes the MarketingProfs Daily Fix.

Conceived of by rocker Bono and Bobby Shriver, son of Sargent and Eunice Kennedy Shriver, Product RED channels a percentage of profits from the sale of (RED) products to HIV/AIDS programs in Africa, supported by the Global Fund. It was launched a year ago at the World Economic Forum in Davos, and 10 days ago announced its partnerships with product companies in the U.S. and around the world.

In the U.S., Converse is expanding its line of red sneakers and making them available for purchase online; Motorola is launching red mobile phones and, with a special subscription plan, ensuring that a percentage of call and text message charges are forwarded to the Global Fund; Apple launched a red iPod Nano; Gap is rolling out a line of Product RED apparel; and many more companies are following suit here and abroad.

Agencies Wolff Olins and Buzztone coordinated a global cross-channel campaign - including web, viral, print, TV/video and celebrity endorsements - to make RED a brand unto itself. Social networking is a cornerstone of the online effort: www.JOINRED.COM has already had some 40,000 visitors and the RED MySpace page has had close to 300,000 visitors.

Proceeds to the project have topped $10 million thus far; expectations are that $500,000 million will be raised per year.