Gap introduces inspirational marketing campaign to celebrate first anniversary of global launch of Gap (PRODUCT) RED



    Anne Hathaway, John Legend and Wyclef Jean join Terrence Howard, Natalie
    Maines and Abigail Breslin to help launch the new (2 WEEKS) T-Shirt and
    latest Gap (PRODUCT) RED collections

    TORONTO, Oct. 3 /CNW/ - Gap is proud to introduce its latest marketing
campaign for (PRODUCT) RED, a for-benefit brand designed to help eliminate
AIDS in Africa. Captured by acclaimed photographer Annie Leibovitz and
featuring a diverse cast of socially-conscious celebrities, the new campaign
underscores the idea that it is possible for an individual to change the
world.
    "Since launching last year, (PRODUCT) RED has contributed more than
$45 million to the Global Fund to finance programs that help women and
children affected by HIV/AIDS in Africa," said Marka Hansen, president of Gap
Brand North America. "Gap is honoured to be a partner of (PRODUCT) RED and
we're excited to continue creating special, limited edition collections that
help raise awareness of the epidemics facing Africa, while inspiring people to
make a difference in the lives of others."
    Built around a theme of change, Gap's latest print campaign features
celebrities photographed as individuals or together with special friends and
loved ones. Each individual in the campaign wears a Gap (PRODUCT) RED item in
a way that expresses their own personal style. Thought-provoking questions,
such as "Can the shirt off your back change the world?" and "Can the next
generation change the world?" accompany the images, helping capture the
emotion and power of the individuals in the campaign. Three new celebrities
appear in the campaign - actress Anne Hathaway; Grammy Award-winning artist
John Legend surrounded by the African Children's Choir; and Grammy
Award-winning musician and producer Wyclef Jean embracing his daughter
Angelina. The campaign also reintroduces a series of images that debuted this
summer of Terrence Howard and his three children Hunter, Aubrey and Heaven;
Natalie Maines alongside her sons Beckett and Slade; and Abigail Breslin with
her friend Curious George.
    Developed by Laird + Partners, Gap's creative agency, the print campaign
is running in November issues of magazines including Vogue, Vanity Fair,
Harper's Bazaar, Elle, Glamour, Lucky, Marie Claire, GQ and Details. The
campaign will also be featured in Gap stores across Canada.
    As part of Gap's partnership with (PRODUCT) RED, half the profits from
Gap's sales of Gap (PRODUCT) RED collections go directly to the Global Fund to
help finance AIDS programs in Africa with a focus on women and children. This
month, Gap will introduce the (2 WEEKS) T-shirt, a limited edition T-shirt
featuring a compelling message about the direct impact that contributions from
the sale of this T-shirt will make to the Global Fund. These funds will
support programs which provide HIV/AIDS prevention, care and treatment in
Africa. Contributions from the sale of the (2 WEEKS) T-shirt are equivalent to
the average cost of 2 weeks of antiretroviral (ARV) medicine in Africa which,
along with appropriate nutrition and care, enables people living with HIV to
lead healthy, normal lives. To celebrate the debut of this special item, Gap's
new ad campaign features Anne Hathaway and John Legend wearing the (2 WEEKS)
T-shirt. The T-shirt ($28 Cdn) will be available at Gap stores Canada-wide
later this month.
    One year ago, Gap introduced its first (PRODUCT) RED collection for men
and women comprised of items rooted in classic Gap product categories such as
T-shirts, hoodies, jeans and accessories. Earlier this year, babyGap and
GapKids introduced (PRODUCT) RED collections made especially for babies and
kids including bodysuits for babies with playful "(RED)" words like
DELIVE(RED) and DIAPE(RED), and T-shirts with kid-inspired graphics and
embellishments. All of these items are branded Gap (PRODUCT) RED and feature
subtle, distinct details inspired by (RED).

    About Gap Inc.
    --------------
    Gap Inc. is a leading international specialty retailer offering clothing,
accessories and personal care products for men, women, children and babies
under the Gap, Banana Republic, Old Navy, and Piperlime brand names. Fiscal
2006 sales were $15.9 billion. Gap Inc. operates more than 3,100 stores in the
United States, the United Kingdom, Canada, France, Ireland and Japan. In
addition, Gap Inc. is expanding its international presence with franchise
agreements for Gap and Banana Republic in Asia and the Middle East. For more
information, please visit gapinc.com.

    About (RED)(TM) and (PRODUCT) RED
    ---------------------------------
    (RED)'s primary objective is to engage the private sector in raising
awareness and funds for the Global Fund, to help fight AIDS in Africa.
Companies whose products take on the (PRODUCT) RED mark contribute a
significant percentage of the sales or portion of the profits from that
product to the Global Fund to help finance AIDS programs in Africa, with an
emphasis on the health of women and children. Current partners are: American
Express (U.K. only), Apple, Converse, Gap, Emporio Armani, and Motorola.
MySpace.com is the first media sponsor in the United Kingdom and MTV Networks
is the first media sponsor in the US.
    Since its launch in the spring of 2006, (RED) has contributed more than
$45 million to the Global Fund. (RED) money is already at work in Swaziland,
Rwanda and Ghana and has already helped provide more than three hundred
thousand HIV positive mothers with the treatment needed to help ensure that
their children are born healthy and helped put more than 30,000 people on
lifesaving antiretroviral medicine.
    For more information, visit www.joinred.com.

    About the Global Fund
    ---------------------
    The Global Fund to fight AIDS, Tuberculosis and Malaria is a unique
global public-private partnership dedicated to attracting and disbursing
additional resources to prevent and treat HIV/AIDS, tuberculosis and malaria.
This partnership between governments, civil society, the private sector and
affected communities represents a new approach to international health
financing. The Fund works in close collaboration with other bilateral and
multilateral organizations to supplement existing efforts dealing with the
three diseases. The Global Fund finances one fifth of all global efforts to
fight AIDS and two thirds of global expenditure to fight tuberculosis and
malaria.

    /NOTE TO PHOTO EDITORS: A photo accompanying this release is available on
    the CNW Photo Network and archived at http://photos.newswire.ca.
    Additional archived images are also available on the CNW Photo Archive
    website at http://photos.newswire.ca. Images are free to accredited
    members of the media/





For further information:

For further information: Victoria Kirk, Gap PR (Canada), (416) 355-2321,
victoria_kirk@gap.com

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