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(RED), a coalition of businesses and celebrities formed to fight AIDS in Africa, has launched a public service campaign promoting the documentary “The Lazarus Effect” and raising awareness of the cost of providing antiretroviral medications (40 cents per day) to those living with AIDS in the hardest-hit areas of Africa. The campaign, directed by photographer Brigitte Lacombe, has celebrities rattle off items that could be bought for 40 cents.
Featured celebrities include Bono, Penelope Cruz, Javier Bardem, Julianne Moore, Claire Danes, Iman, Hugh Jackman, Orlando Bloom, Lucy Liu, Gabourey Sidibe, Kerry Washington, Bryan Cranston, Jane Lynch, Michelle Rodriguez, Gwen Stefani, Hayden Christensen, Don Cheadle, Julia Louis-Dreyfus, Ludacris, Common, Benicio Del Toro, Dakota Fanning and Christy Turlington.
The Lazarus Effect documentary, produced by director Spike Jonze, will air on May 24 on HBO.
The Friends of AIDS Foundation is dedicated to enhancing the quality of life for HIV positive individuals and empowering people to make healthy choices to prevent the spread of the HIV virus. To learn more about The Friends of AIDS Foundation, please visit: http://www.friendsofaids.org.
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