03 December 2006

tanyhi@sph.com.sg

YOU might have felt cynical about tapping celebrities to brandish branded goods.

But what if there was a good cause behind the brandishing?

Celebrity power is being harnessed not only to boost up sales, but to assist in the fight against Aids in Africa.

Motorola’s Moto Red project has recruited a small army of 14 local personalities to become Moto Red ambassadors and help promote Motorola’s upcoming red-coloured handphones.

Their message: If you buy a red Motorola Razr from M1 or StarHub in the coming weeks, US$17 ($26) from the proceeds will go directly to the Global Fund which helps Aids patients in Africa. US$17 is enough to buy medicine to keep an Aids patient alive for a year.

The local ambassadors – including Eunice Olsen, Rui En, Adam Chen, Jean Danker, Russell Wong, Singapore idol runner-up Jonathan Leong and national shuttler Ronald Susilo – will tell you upfront that the project is no act of philanthropy.

Source: The New Paper

Categorised in The New Paper.