UMikhal Marek Sekuyiminyaka eyishumi umculi odumile u-Bono ovela eqenjini lase-Ireland i-U2 asungula iphrojekthi yakhe yokupha Red. Lolu hlelo manje selubizwa ngokuthi yisibonelo esihle "sobungxiwankulu bokudala" obugcwele yonke indawo namuhla. Ngesikhathi uBono esungula iphrojekthi kanye noBobby Shriver, kwakuyinto eyingqayizivele.
Ngokushesha ngemva kokwethulwa kwalolu hlelo, uBono noBobby, ongumshana kalowo owayenguMengameli waseMelika uJohn F. Kennedy, bakwazile ukusungula ukubambisana nezinkampani ezinkulu okubalwa kuzo iStarbucks, Apple kanye neNike. Lezi zinkampani selokhu zaphuma nemikhiqizo engaphansi kophawu (RED), kanti imali etholakala ngokudayisa le mikhiqizo iya ekulweni nengculazi e-Afrika. Eminyakeni eyishumi, lo mkhankaso waqoqa imali ehloniphekile engu-$350 million.
Manje lolu hlelo lubhekene nenselelo ngendlela yeshumi leminyaka elisha, futhi uBonovi et al. ukwazile ukuthola omunye umlingani oqinile. Leyo yi-Bank of America, esevele inikele ngezigidi eziyi-2014 zamaRandi emkhankasweni we-Red ngo-10 lapho ikhokha u-$1 kukho konke ukulanda kwamahhala kwe-U2 ethi "Invisible" ngesikhathi se-Super Bowl. Muva nje, leli bhange elikhulu laseMelika liphonse enye imali eyizigidi eziyishumi zamaRandi futhi, ngaphezu kwalokho, laqala ukubonisa izithombe zomama abane-HIV kanye nezingane zabo ezizalwe ziphilile ngenxa ye-Red kuma-ATM abo. Ukudluliselwa kwegciwane lesandulela ngculaza kumama okhulelwe liye enganeni yakhe uBono azama kanzima ukulwa nalo.
“Uma singafaka le mishanguzo (izidambisigciwane, incwadi yombhali) ezandleni zomama, ngeke zithelele izingane zabo, futhi singanqanda ukubhebhetheka kwalesi sifo,” kusho uBrian Moynihan weBank of America. U-Bono wengeza ngokuthi imali eyenziwe yi-Project Red ibaluleke kakhulu kubantu futhi isindisa izimpilo zabo. U-Bono uphinde ancome ukuthi i-Red project iphumelela kangakanani kwezemfundo. “Manje ungaya ku-ATM yaseBank of America e-Toledo, e-Ohio futhi uzobona isithombe sezingane ezingenayo ingculaza ezizalwa nguRed. Kunengqondo."
Kuthiwa uBono washeshe wathola ukuthi kuzoba nzima ukuthi athole ukwesekwa okwanele kwezepolitiki ezinhlelweni zakhe. Impi yokulwa nengculazi e-Afrika akuyona into usombusazwe waseMelika abengayinqoba ukhetho eminyakeni eyishumi edlule. Imali eqoqwe yi-Red campaign iphethwe inhlangano engenzi nzuzo Isikhwama Somhlaba Wonke, elwela ukuqedwa kwe-HIV/AIDS, umalaleveva nesifo sofuba. Le nhlangano isebenza ngamaRandi ayizigidi eziyizinkulungwane ezine ngonyaka, iningi lawo livela kohulumeni, kanti iRed ingumnikeli wayo omkhulu wemboni yangasese.
Mhlawumbe okubaluleke nakakhulu kunezimali ezitholiwe yimfundo eshiwo kakade, ephumelela kakhulu emilonyeni yamakhanda ezinkampani ezinkulu kunasemilonyeni yochwepheshe bezempilo. Ingculaza isibulale abantu ababalelwa ezigidini ezingu-39, futhi omama abane-HIV basaqhubeka nokuthelela izingane zabo ezingakazalwa. Kodwa-ke, inani lokutheleleka liyancipha kakhulu ngenxa yokutholakala okungcono kakhulu kokwelashwa, futhi i-Red inengxenye kulokhu. “Ngesikhathi mina noRed siqala kwakukhona abantu abangu-700 ababethola imishanguzo ye-HIV, manje abantu abayizigidi ezingu-000 badla imithi yabo,” kusho uBono.
Njengoba sekushiwo, i-Apple nayo ibambe iqhaza emkhankasweni weRed. Ukusebenzisana nomculi we-rock odumile kwase kuqalwe ngu-Steve Jobs, owasungula i-iPod ebomvu edayiswa ngaphansi kohlobo lwe-(RED). Ukusebenzisana kuye kwaqhubeka kusukela ngaleso sikhathi futhi ngaphandle kokuthengisa eminye imikhiqizo (isb. I-Smart Cover ebomvu kanye nama-headphone e-Smart Case noma ama-Beats) I-Apple nayo ibihilelekile ngenye indlela. Abaklami be-Apple uJony Ive noMarc Newson ukuze bathole indali ekhethekile uklame imikhiqizo eyingqayizivele njengekhamera eguquliwe ye-Leica Digital Rangefinder, eyathengiswa endalini ngo-$1,8 million. U-Apple uphinde wabamba iqhaza kweminye imicimbi eminingi. Njengengxenye yokugcina, lapho engaphansi komkhiqizo (RED), phakathi kwezinye izinto, ubuye wathengisa ngempumelelo izinhlelo zokusebenza ze-iOS, zeRed. imali engaphezu kuka-$20 million.
Ngenxa yalokho, ngisho nomklami we-Apple uJohny Ive kwaxoxwa naye mayelana nomkhankaso we-Red, futhi kwadingeka aphendule umbuzo ukuthi ucabanga ukuthi umkhankaso uye waba nomthelela kwezinye izinkampani endleleni ezicabanga ngayo ngesibopho sezenhlalakahle endaweni yebhizinisi. U-Johny Ive waphendula ngokuthi wayenesithakazelo kakhulu endleleni umama azizwa ngayo, indodakazi yakhe engaphila, kunokuba umkhankaso we-Red ube nomthelela kwezinye izinkampani.
Kulokhu uyanezela: “Into eyangifaka enhliziyweni ubungako nobubi benkinga, ngokuvamile okuyinkomba yokuthi abantu bayifulathele. Ngiyithande kakhulu indlela uBono ayibona ngayo inkinga – njengenkinga edinga ukuxazululwa.”
