Middlesbrough, UK 10 July 2006: The O2 store at Newton Mall turned red last weekend as it joined Motorola (PRODUCT) RED in its bid to help eliminate AIDS in Africa. With support from the local O2 staff, Middlesbrough shoppers were encouraged to change their perspective on the world as they viewed their local town through red tinted 3D glasses. When O2 customers choose the Motorola (PRODUCT) RED, O2 contributes 5% of the cost of all calls and texts to The Global Fund to help eliminate AIDS in Africa, and for every RED handset bought, a £10 contribution is made to The Global Fund. In addition to its financial contribution to The Global Fund, O2 wanted to remind its customers of the aims behind (PRODUCT) RED and encourage them to think about the issues that have led O2 to get involved. Dean Sykes, head of retail at O2 said, “By giving our Middlesbrough customers glasses with red lenses at the weekend, we wanted to ask them to think more deeply about the aims of (PRODUCT) RED when they came into the store. Seeing the world through red was a great way to invite them to do this.” With the unanimous support of the UK Mobile Industry, the red MOTOSLVRTM is the first in a brand new portfolio of mobile handsets created to help eliminate AIDS in Africa. The O2 store in Middlesbrough demonstrated its commitment to the Motorola (PRODUCT) RED campaign as they gave away free red 3D glasses to customers. Launched by co-founders Bono and Bobby Shriver at the World Economic Forum last January, (RED)™ is designed to deliver a sustainable flow of private sector money to the Global Fund to fight AIDS. The first product in Motorola’s new Motorola (PRODUCT) RED portfolio was revealed as the ultra slim, ultra chic red MOTOSLVR. Recent figures 1 provided by the Global Fund demonstrate just how significant the individual contribution every new Motorola (PRODUCT) RED connection can make. The proceeds of selling just three handsets can provide a year’s worth of school materials and daily hot meals for a child orphaned by AIDS, while 5% of the average yearly phone bill can provide 180 treatments to prevent mother-to-child transmission of HIV. The new red MOTOSLVR is available to purchase in O2 stores throughout the UK. To locate your nearest store simply call 0800 22 44 77 or text STORE to 80202. 1 Cost figures are based on a wide range of Global Fund-financed programs in African countries; exact costs in a specific country can vary significantly
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