For example, the project (RED) is a corporate campaign that aims to raise money for The Global Fund to Fight AIDS, Tuberculosis, and Malaria by donating a portion of proceeds from consumer products branded with the cause. While some are critical of the disparity between what these “altruistic” companies spend on advertising and the amount of money that they actually raise, such “cause marketing” could prove to be an effective mechanism for generating additional development finance.
一些项目已经展开。比如，（RED）工程是一项旨在为全球艾滋病、结核病和疟疾斗争基金筹资的项目，它将出售打有项目标识的消费品，将收入的一部分用于该基金。尽管有人批评这些“利他”公司的广告支出和实际筹资额之间存在差距，但此类“公益营销”可以是有效的创造更多发展资金的机制。