The Lazarus Effect

Mimi ON May 24, 2010 AT 5:07 pm

Javier Bardem and Penelope Cruz

Javier Bardem and Penelope Cruz

(RED), an initiative set up to engage the private sector in raising awareness and funds for the Global Fund, in order to help eliminate AIDS in Africa, have launched a new campaign, The Lazarus Effect.

The Lazarus Effect campaign is a multi-platform campaign across TV, online and print, and tonight it airs an HBO documentary on Channel 4 that will help raise awareness of the transformative effect of antiretroviral medicine for those living with HIV in Africa.

It costs just 20 pence a day to provide the antiretroviral medication needed to transform the life of someone living with HIV in Africa and the campaign uses hard hitting facts to help raise awareness. For example, 20p equates to a stick of gum or a smear of lipstick.

To hit the message home, renowned photographer Brigette Lacombe has photographed a number of celebrites showcasing a number of trivial items that can also be bought for 20p, such as a Bono wearing a hat, Penelope Cruz blowing a piece of gum or her partner Javier Bardem sporting bright red lipstick.

Iman and Hugh Jackman

Iman and Hugh Jackman

Other celebrities involved are; Julianne Moore, Naomi Watts, Claire Danes, Alek Wek, Iman, John Turturro, Toni Collette, Hugh Jackman, Orlando Bloom, Lucy Liu, Gabourey Sidibe, Kerry Washington, Bryan Cranston, LeAnn Rimes, Jane Lynch, Michelle Rodriguez, Gwen Stefani, Hayden Christensen, Julia Louis-Dreyfus, Don Cheadle, Ludacris, Common, Benicio Del Toro, Dakota Fanning, Christy Turlington and the Jonas Brothers.

“More than 20 million people have died in Africa from a disease that can now be treated for as little as 20 pence a day,” says Kerry Washington. “It is staggering how little it costs to make such dramatic changes in someone’s life. I’m lending my voice to this campaign to ensure more people learn about this and that we invest in ensuring that AIDS is not a death sentence merely because of where you’re born.”

Watch the half hour HBO documentary ‘The Lazarus Effect’ tonight on Channel 4 at 11pm.

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