Penguin Classics join (PRODUCT) RED to fight AIDS
Howard Lake | 22 May 2010 | News
Penguin Classics has partnered with (PRODUCT) RED, launching a range of books with distinctive red covers. The publisher will donate 50% of the profits from the sales of these (Penguin Classics) RED editions to the Global Fund to help eliminate AIDS in Africa.
John Makinson, CEO of Penguin Books, said: “We have chosen the eight launch titles with great care and included some old favourites along with some of the hidden jewels of the classics list.”
Titles in the RED series include Tolstoy’s ‘Anna Kerenina’, Charles Dickens’ ‘Great Expectations’, Henry James’ ‘The Turn of the Screw’, and Bram Stoker’s ‘Dracula’. The covers for all of the titles have been redesigned by Penguin. The company’s Art Director Jim Stoddart said: “The (PENGUIN CLASSICS) RED editions bring an unconventional and stimulating twist to the Classics livery, while still chiming with the author.”
Readers have the chance to vote for the next Penguin Classic to be added to the RED list.
Other RED corporate partners include American Express, Converse, Gap, Nike, Starbucks, and Apple.
www.penguinclassics.co.uk/static/minisites/red/index.html
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.