SEATTLE: Starbucks says it is expanding its social responsibility platform and reinforcing its commitment to the communities that produce its coffee through its partnership with (RED) that was announced last week.

PR for the multiyear partnership with (RED), which works to eliminate AIDS in Africa, includes traditional media relations, online outreach, and in-store marketing and events, said Stacey Krum, a spokeswoman for Starbucks.

Online, the campaign will focus on Starbucks' Web site and JoinRed.com, and customers will ...