(Red) "The Lazarus Effect"

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Forty cents can’t buy much these days, a smear of lipstick, a piece of bubble gum, a party favor. That pocket change can, however, help save the lives of those with HIV in Africa. That’s the message of this new PSA from (Red), part of a public awareness campaign rolling out this month called “The Lazarus Effect.” Directed by photographer Brigitte Lacombe, the PSA features celebrities like Penelope Cruz, Hugh Jackman, Ludacris and the Jonas Brothers, showing what they got for 40 cents, including (Red) co-founder Bono, who delivers the final message after on-screen copy explains that 40 cents can buy a lot more than you think.

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