The sex appeal of red

SUNDAYTIMES.CO.UK: The actress Scarlett Johansson is the sizzling face of Bono’s new ethical brand — doing the right thing has never been so glamorous.

We don’t want your money — we want you” read the banner topping the huge stage for last summer’s Live 8 concert in Hyde Park. And they got us. More than three billion of us watched the concert in the end. That’s almost half the world’s population.

But just suppose you could harness the euphoria and commitment from that audience in the long term. What if you could reach their vote and their wallet, and give them daily opportunities to register their protest again? As Bono said on that day in July: “It’s an event that’s so much bigger than anyone involved in it.” And it made him hopeful, because a plan that he had hatched more than a year ago suddenly looked like it might work.

=> Read the full article in The Sunday Times here.
=> Read 'Shop With Bono' in The Sunday Times here.