May 1, 2010

(RED) is introducing The Lazarus Effect Campaign, intended to increase awareness for its efforts to fight AIDS in Africa.

The campaign, directed by renowned photographer Brigitte Lacombe, has celebrities rattle off items that could be bought for 40 cents (the value of one day’s worth of life transforming antiretroviral medication).

Celebs featured: 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 will air on May 24 on HBO with director Spike Jonze as executive producer. Watch the PSA below!





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