The willingness of big-name retailers like Motorola, Gap and American Express to join the 'Red' campaign...to raise money for the Global Fund to Fight AIDS, Tuberculosis and Malaria, showed that "doing good is good for business"... In South Africa, a highly visible HIV/AIDS campaign has raised the profile of Levi Strauss..., while delivering HIV/AIDS messages in ways that appeal to young people - a high-risk group becoming increasingly impervious to safer sex messages from more traditional sources... [also refers to Matchboxology]