Gisele Bundchen--the new face of American express

Gisele Bundchen

Supermodel Gisele Bundchen is the new face of the American Express red campaign.

The Brazilian model stars in the latest high profile campaign with Keseme Ole Parsapet, a Maasai warrior from Kenya.

The RED initiative was launched by U2 front man Bono and Bobby Shriver Chairman Of Debt, Trade Africa.

Consumers can help make an ethical impact in the fight against HIV and AIDS in Africa. Vogue online reported that Gisele, who was photographed by Nick Knight, said RED is an amazing project.

"Being able to help and change other people's lives is wonderful and truly inspiring. With American Express donating every time consumers spend on the Red Card, it makes you feel less guilty about spending and is a fantastic way to help fight Aids every day."

Keseme added: "Aids is affecting my community. I think (RED) is great, it is a way of helping the world come together to help fight Aids."