CULCHA

U.K.: The Lazarus Effect



Bono, Penelope Cruz, Common, Gabourey Sidibe, Brad Pitt, Don Cheadle, Hugh Jackman and others are front and center in a new (RED) campaign video, on behalf of the Global Fund to Fight AIDS, Tuberculosis and Malaria. This video, meant for consumption in the U.K., states the cost of doing something big: “20p,” the equivalent of 40 cents American — the daily cost of two pills that can dramatically prolong the lives of people who are HIV positive. But the U.S. shouldn’t feel left out; there’s a 40-cent version circulating stateside (it just aired on CNN). Speaks plainly enough: Maybe two dozen celebrities looking for 40 cents from everyone in the world, over and over. Maybe never have so many gathered in a video to ask for so little to do so much.

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