For the first time in its history, Smiley is turning red – the globally recognised brand for positivity, is joining forces with (RED), the organisation founded by Bono and Bobby Shriver in 2006 to help fight global health injustices, for a ‘once-in-a-generation’ collaboration launching in 2026.

The bold, creative alliance marks the 20th anniversary of (RED) and brings together two globally recognised forces for good. The two brands will co-lead a global campaign rooted in creativity, impact and the science-backed power of the smile – while raising funds for life-saving programs that support women and girls in vulnerable communities.

The initiative is part of Smiley Movement’s Matchmaker for Good programme, which unites purpose-led brands to co-create capsule collections with meaning.

The collaboration is aiming to go beyond design – it’s a movement built on joy, empathy, and purpose, spreading smiles while raising funds for life-saving programmes that support women and girls in vulnerable communities. To date, (RED) has generated over $800m for the Global Fund, helping more than 325m people.

Brands are being invited to co-create limited edition capsules or collections which feature the Smiley x (RED) mark.

Partner brands will benefit from integration in a global cultural calendar, including activations across International Day of Happiness, Pride Month, fashion events and holiday gifting; amplified exposure via digital campaigns, celebrity ambassador content, global press and retail experiences; and access to storytelling assets and community engagement platforms that align with both Smiley’s and (RED)’s brand values.

“This is a call to creative, values-led partners to design with purpose and impact,” commented Nicolas Loufrani, ceo at The Smiley Company. “Together, we can harness the emotional power of a smile to create change where it’s needed most.”

Jennifer Lotito, president and coo at (RED), continued: “(RED) marks 20 years in the AIDS fight in 2026, and never has there been a more important time to dial-up the role played by some of the world’s biggest brands. Our new partnership with Smiley does just that, enabling a wide range of brands to licence a special, custom Smiley x (RED) mark, adding both style and purpose to their products. We’re so grateful to Nicolas and his team at Smiley for amplifying the impact we can have in such an important year.”