Rocky Dawuni Speaks On Why He Joined RED

I have been blessed to emerge as one of Ghana and Africa's musical voices for some years now. Every year, since 2001, during the Independence Day of Ghana, I organize and play a huge concert called "Rocky Dawuni?s Independence Splash" in Ghana's capital city of Accra.

The concert attracts thousands of people and has been broadcast nationally in Ghana to millions. One of the cornerstones of my artistic vision has been the importance of using my artistic voice as a viable tool for social change and development.

This year, 2007, commemorates Ghana's 50th year of attaining independence from colonial rule. As part of preparations for my concert, I partnered with UNICEF and the Carter Center to spread the critical message of clean water and sanitation.

I traveled all over the northern parts of Ghana meeting chiefs, community leaders, politicians and the masses while shedding light on this issue through dialogue and exploring possible solutions.

During my travels, one favorite clothing item of mine during this trip was my (PRODUCT) RED t-shirt. Apart from loving the design and ?hipness? of it, I also felt the need to promote (RED)'s promise for the Global Fund and Africa.

I first heard of (RED) last year while I was in Los Angeles and was immediately drawn to its promise of sustainability in the fight against AIDS. Being from Ghana, I have had a direct experience as to how disease, poverty and inaccessibility to treatments are devastating.

The (RED) model of also supporting local African artists and artisans, in my opinion, provided a blueprint to promote local commerce while also fighting poverty.

?Rocky Dawuni?s Independence Splash,? presented by UNICEF and my NGO Africa Live! was held on 6th March, 2007. It was an unprecedented success with an estimated audience of over 50,000 people, global media and personalities including the head of the World Bank, Paul Wolfowitz.

The energy and promise of (RED) in converting corporate responsibilities into strengthening Africa resonated with me before, during and after the concert. I believe it?s an idea whose time has come and empowers people to make a difference while also engaging in their usual purchasing activities.

It is my belief that, as we help transform lives through conscious and purposeful actions we end up transforming ourselves.

(RED) was created by Bono and Bobby Shriver, Chairman of DATA, to raise awareness and money for The Global Fund by teaming up with the world's most iconic brands to produce (PRODUCT) RED-branded products. A percentage of each (PRODUCT) RED product sold is given to The Global Fund. The money helps women and children with HIV/AIDS in Africa.

www.joinred.com