American Express, Converse, Gap and Giorgio Armani are joining with Bono, the rock star, to sell products under a new brand, called “Red”, which will dedicate some of its revenues to fight Aids in Africa.

The effort will include the creation of an AmexCo Red credit card that will be marketed first in the UK, targeting an estimated 1.5m British “conscience consumers” who are seen as more likely to buy products associated with a social benefit. AmexCo believes this figure will rise to 4m within three years.