How to lighten red hair?

my hair is redish brown want it to behttp://www.google.com/imgres?imgurl=http://hothairblog.com/wp-content/uploads/2011/02/4525615575fc076f_Evan_Rachel_Wood_2.jpg&imgrefurl=http://hothairblog.com/hair-advice/february-hair/&usg=__HhFWXRd4TF7W6fT_IYesbEQCyXQ=&h=375&w=283&sz=38&hl=en&start=0&zoom=1&tbnid=kO6R_OENnUJ8XM:&tbnh=128&tbnw=106&ei=g6VVTczABsKltwf-4MSoDQ&prev=/images%3Fq%3Devan%2Brachel%2Bwood%2Bred%2Bhair%26um%3D1%26hl%3Den%26biw%3D1273%26bih%3D699%26tbs%3Disch:1&um=1&itbs=1&iact=hc&vpx=124&vpy=83&dur=4987&hovh=259&hovw=195&tx=99&ty=98&oei=g6VVTczABsKltwf-4MSoDQ&page=1&ndsp=36&ved=1t:429,r:0,s:0