Thursday, April 29, 2010


Today we’ve announced the launch of The Lazarus Effect campaign, a multi-platform campaign across TV, digital and print, inluding a documentary that will air on May 24th on HBO, YouTube (globally) and Channel 4 (in the UK).

AIDS is a preventable and treatable disease yet it has killed more than 20 million people in Africa. If people have access to lifesaving antiretroviral medicine that costs around 40 cents a day, they can live a full life with HIV instead of dying from AIDS. In as few as 40 days, people on ARVs can undergo a remarkable transformation. That transformation is called “The Lazarus Effect.”

“The Lazarus Effect” film by (RED), HBO and Anonymous Content is a 30 minute documentary directed by Lance Bangs and executive produced by Spike Jonze. The film follows the story of four people who were at death’s door and were brought back to life thanks to access to treatment.

“The Lazarus Effect” film will premiere on May 24th on HBO at 9pmET/8c, YouTube and Channel 4 in the UK.

To help raise awareness and spread the word about The Lazarus Effect, we are also launching today The Lazarus Effect campaign to accompany the film. The campaign is directed by renowned photographer Brigette Lancombe and features Bono, Penelope Cruz, Javier Bardem, 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.Take a look:


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