This paper explores the significance of the announcement that a substantial portion of sales of “RED-branded products” will be dedicated to the fight against HIV/AIDS. This initiative introduces a new business model for generating sustainable funds for addressing the AIDS pandemic. The paper reflects on the significance of the RED campaign within the context of corporate social responsibility (CSR), asking the question whether this is mere philanthropy or strategic CSR. The paper also looks at the concept of sustainability and places this act within the framework of this concept. It concludes by arguing that this is genuine concern for humanity, not mere public relations, and that this is a model for other companies to follow.