BonoIve +a conversatIon

the success of (reD) and its unique collaboration with global partners.

bono+ive a conversation

ugly proBlem

beautiful solution In a packed to the rafters session moderated by vIce founder shane smith, apple’s Jony Ive and professional martyr Bono talked philanthropy, design, and their mission to rid the world of aIDs in one generation with (reD). Just don’t call it a cause.

aIDs is an ugly problem. But as Ive says; “there is incredible beauty in the simplicity and singular nature of this solution.” (reD) doesn’t simply raise money; it creates moments and products which find their way into everyday life.

“an accident of geography determines if you live or die,” says Bono. “a trend can save your life.”

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bono+ive a conversation

rockIng out

with (reD) While Bono’s image as a rock star and philanthropist is now well established, he recalls how his activism nearly got him kicked out of u2: “the band said ‘this could sink our ship, you’re meeting really uncool people – like george Bush - looking really crap in photos, it’s not rock’n’roll’. But you know what? this is rock’n’roll.”

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bono+ive a conversation

cannes Is the WorlD’s

thermostat (reD)’s mission to have an aIDs free generation once seemed insurmountable; but now it is within reach. Bono predicts they will stop mother to child hIv transmission in 8 countries next year, with another 8 to follow in 2016. the only thing that can stop them, Bono believes, is a failure to “keep up the heat and cultivate a community of ambassadors. something powerful happens when you’re throwing a punch that’s not your own.”

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bono+ive a conversation

the BraIns BehInD

the brand For Bono, it is as important to find communicators as it is to find politicians; he credits a household name with delivering drugs to people in the developing world, something which was seen as an impossible task. “you can get a coke in the farthest corners of the globe,” says Bono, “so we asked coca cola if we could use their trucks... It’s not just about the philanthropy budget, we’re interested in the brains behind the brands.”

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bono+ive a conversation

Bono

crowdsurfs the seminar ran over by several minutes as smith waded into the audience to crowd-source product and campaign ideas. “Who knew shane smith is oprah Winfrey?” Bono joked, before sending around a collection plate, not for money, but for business cards and ideas. one spectator who spoke up was michael trautmann, whose company has just devised the world’s first social purpose web domain, .hiv. “red.hiv can be yours, for free, for the next hundred years,” he told Bono.

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“Where you live should not affect whether you live.”Bono