(RE) is an alternative (RED) campaign that questions corporate responsibility, raises money for HIV/AIDS organizations and provides a means of involvement for those unwilling or unable to buy (Product) Red products. The project consists of three initiatives: INSPI(RE)D, COVE(RE)D, and (RE)SALE. Each initiative suggests an alternative method of engagement and critique of the original (Product RED) cause marketing campaign. (RE) was initially conceived of as a website (formerly www.JoinRe.com), but has also been exhibited at Alogon Gallery, Chicago, IL; Gallery (106), Grand Rapids, MI; Tent Show, Pittsburgh, PA; Red House Art Center
, Syracuse, NY; and Eyebeam
, New York, NY.
Produced in collaboration with Phil Orr