Motorola, which joins Gap and American Express in the campaign, has unveiled the first in a brand new portfolio of mobile handsets, created to help Africa, in the shape of a Red version of its slimline SLVR model.
Mother will work on a campaign to promote Motorola's links with Bono's Red campaign, and it is backing the marketing effort with an estimated £10m budget, which will include press and TV activity later this year.
Launched by co-founders Bono and Bobby Shriver at the World Economic Forum in January, Red is designed to deliver a flow of money to the Global Fund to fight Aids.
Motorola mobile phone users can now contribute with each call, text and download and the retailers will donate £10 from the sale of each £149 handset into the fund.
In a demonstration of support, mobile operators and retailers from across the UK, such as BT Mobile, Carphone Warehouse, Fresh, O2, Orange, Tesco Mobile, T-Mobile, Virgin Mobile and Vodafone, have all united behind this drive.
Mobile operators will donate a further 5% of the monthly phone bill of each consumer using the Red phone to the fund.
Bono said: "It's an amazing thing that these companies are doing -- lending their creativity and financial firepower to the Global Fund's fight against Aids in Africa, the greatest health crisis in 600 years."
Ron Garriques, president of Motorola Mobile Devices, said: "We're literally placing in people's hands an opportunity to help find a solution.
"With every call, every text and every download, consumers will be able to make a difference in the fight against Aids in Africa every day."
Bono is publicising his effort today, while he edits a special issue of The Independent as part of the Red campaign.
Gap and American Express's involvement with the product helped to improve perception of their brands, according to a survey earlier this month.
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