(Red) “The Lazarus Effect”

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. “Two pills a day is what it takes to stay alive if you are HIV+. These pills cost about 40 cents a day,” says the U2 frontman, sporting Nike’s (Red) laces wrapped around his wrist. The spot directs viewers to joinred.com to learn more. The multimedia campaign also includes a documentary film of the same name directed by Lance Bangs and executive produced by Spike Jonze that will air later this month on HBO, Channel 4 in the U.K. and on YouTube. The 30-minute film tells the story of four HIV+ people in Zambia and the transformative effect the medication has had on their lives. The documentary premieres at the MOMA in New York tonight, where the organization will also host a red-carpet question-and-answer session with supporters of (Red) that will stream live on the group’s Facebook page at 6:30 p.m.--Eleftheria Parpis