Check out what Amex is doing in the UK: http://www.americanexpress.com/pes/uk/benefits/red/microsite/index.shtml
The principle of the card is that every time money is spent with it, at least 1% of the amount is sent to a fund called Global Fund, created in 2002 to fight against AIDS, Tuberculosis and Malaria. And check out their very cool ad which I saw in Eve Magazine [which is a really great mag, by the way!].
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