June 1, 2010

Product RED | The Lazarus Effect Campaign

Posted in Philanthropy tagged at 7:52 pm by philanthropynews

A new campaign comes just in time to spread the word about funding the fight against AIDS.

The Lazarus EffectThe 27-year-old woman wearing an “I Love New York” T-shirt looked healthy. Her visit to New York from her home in Zambia included plans to see Wicked, sing karaoke and attend, last week, a star-studded screening of The Lazarus Effect, a 30-minute documentary at the Museum of Modern Art.

Concilla Muhau is one of four HIV-positive Zambians in the film, all of whom shared their stories with filmmaker/director Lance Bangs who went to Africa to demonstrate the dramatic transformation of their lives before and after taking antiretroviral drugs.

The documentary, exec produced by Spike Jonze and produced by Anonymous Content and (Red) — the organization that touts using commerce to help fight AIDS via co-branded products — debuts May 24 on HBO, YouTube and Britain’s Channel 4. It shows Muhau first as a skeletal figure, barely able to move from a chair. “It was like I was already dead,” she says in the film. Ninety days later, the documentary shows, she gained weight, is mobile and can be a mother to her daughter…

{Read more via AdWeek}