The (Red)Rush to Zero check-in campaign to fight AIDs

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By Zack Jenkins

In 2009 people started checking-in via popular social app Foursquare. Businesses started giving more deals and establishing more customer loyalty. But now, the app is being used to make contributions philanthropically.  

(RED), an organization working toward an AIDs-free generation, will be partnering with Foursquare and Starbucks for the (Red)Rush to Zero campaign, using check-ins and social media in one of the largest check-in campaigns to date.

Their goal is to raise up to $250,000 over the course of 10 days to battle AIDs, Tuberculosis and Malaria relief through The Global Fund. From June 1st to June 10th, Starbucks will donate one dollar to The Global Fund for every Foursquare check-in throughout the U.S. and Canada, donating up to $250,000.

The donation by action model is a way to drive social cause through consumer purchasing. When corporate partners put up incentives like this and drive consumers to their store, they not only help the consumers do good (fundraising and supporting a cause), they also develop more brand loyalty.

Let’s face it – thousands of people across the country are going to go buy a grande white caramel macchiato (or whatever your caffeine fix happens to be) anyways. Opening the app and checking in can now carry some weight for a cause.

(RED) is among the first non-profit organizations to reach one million followers, using social media to raise money and awareness. They have raised more than $190 million for their cause. 

In the past, they have partnered with major international brands such as Apple, Dell, Converse, Gap, Nike, etc. Starbucks has donated $10 million to (RED) since 2008 according to TechCrunch.com. 

So sip that coffee for a cause this week, and be sure to check in on Foursquare when you do. 

You can also check in to select retailers of Penfolds and Bugaboo for a similar donation. Check out the details on the (Red)Rush to Zero site here

About The Author

journalist, writer, triathlete, runner, adventurer

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