I just wanted to point out that i don't work for Amex but i just thought this was something that some of you might find of interest and a very cool initiative.

It's finally here! American Express have teamed up with Bono and Bobby Shriver of DATA (www.data.org) to launch a suite of new products that drive social action through micro-purchasing power.

The card, which was announced at Davos, arrives in March for UK consumers only, but savvy global citizens who manage offshore bank accounts through the UK should be able to achieve card access if they can list a UK delivery address, then manage billing online.

Regardless of your global location, it should be possible to get a card with some tweaking on the delivery address information for billing (choose online billing only). List an office or related corporate address in the UK if you have a global network or international position within your company that can be used as a base address.

The amount donated for each purchase is very low, just 1% of standard purchasing, (compared to up to 3% that Amex normally back-charges merchants for the privileges of card usage) but the card is a strong step in the right direction and a great way to get consumers involved in the process of micro-development disbursements.

At heart the RED project is an example of the growing power of networks and social anthropology in marketing - here is a product for the socially conscious person that values human life and development over traditional materialism, such as the largely boring programs often associated with reward points and mileage.

The smart angle with the program involves exclusivity - pre-applications for the card are available online, and the music/partner/hip status of the card will be cemented with loyalty programs, exclusive experiences and more. This will be the fundamental attraction of the card - creating a cultural club of networked users.

To learn more about the card have a look at: http://www.americanexpress.com/pes/uk/benefits/red/microsite/index.shtml.

To learn more about the Red Program have a look at: http://www.joinred.com, which features some stuff happening with Armani, GAP and Converse, the launch partners for the program. These items are a much harder sell than the card, but interesting for information purposes.

The overall program is loosely linked to the ONE Initiative and ONE.ORG with the Global Fund (globalfund.org) a health fundraising and awareness program fighting AIDS, tuberculosis and malaria, three of the biggest health problems in le mondial pauvre. The good thing about the Global Fund is this: its a fundraising instrument instead of an AID INITIATIVE - allowing private micro-enterprise and sustainable development initiatives to lead the way in developing health care and prevention modules for people at risk in affected countries.

Amex Red - if you're going to spend on credit, you might as well generate some good karma while you're doing it.
LucaMar 1, 2006 @ 19:15