Selling the Red campaign

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Building on an earlier post, more on the Red campaign:

Mr. Shriver says all of the companies they approached were "a bit stunned" when they first heard the pitch: "We want you to make money." Although he suspects some companies worried about being accused of AIDS "profiteering," he says he believes it's the best solution to get companies to contribute over the long term. "No private-sector company whose job is to make profits is going to on a sustainable basis give away money."

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