In 2006, Gap windows in the US and the UK hosted Product (Red), a campaign created by rock star Bono to help raise money for the Global Fund to fight HIV/AIDS in Africa. "Can a T-shirt change the world?" was the slogan. Red T-shirts emblazoned with statements like EMPOW(Red) and ADMIRE(Red) helped bring awareness to the program, which also partnered with Armani Exchange, Converse, and Microsoft, among others.

According to an article in the Wall Street Journal on February 1st, Red has generated around $59 million in contributions for the Global Fund Since March 2006. But it needed an infusion of "oxygen" to up the income.

So Bono is turning to the booming art world to help his Product(Red) campaign raise much-needed cash -- and cachet.

Left to right: Sunday Lunch by Subodh Gupta, estimated to sell at $180,000 to $250,000; Red Sphinx by Marc Quinn, estimated to sell for up to $350,000; courtesy Sotheby's

On Feb. 14, Sotheby's Valentine Red auction in New York will sell as much as $28 million of art donated by Damien Hirst, Jeff Koons, Banksy and five dozen other top artists in a sale of a scale not usually seen in art or charity fund-raisers.

Offerings include a 9-foot-tall medicine cabinet by Mr. Hirst estimated at up to $7 million; a red balloon-animal sculpture by Jeff Koons estimated at up to $1.2 million; and a new Jasper Johns gray watercolor estimated at up to $600,000. London artist Marc Quinn agreed to donate "Red Sphinx," a white-bronze sculpture of Kate Moss in a heart-shaped yoga pose with red lips. It is estimated to sell for as much as $350,000.

Bono was quoted as saying that Red's performance is "incredible" when compared with sales of products benefitting other nonprofits. The Journal reported that the Lance Armstrong Foundation took nearly four years to sell $70 million of yellow "Live Strong" wristbands at $1 a pop, and that it has taken 25 years for Newman's Own Foundation to pull in more than $200 million.