Bringing America's Charities To Television In 2009.

The Lazarus Effect: An Amazing 30 Seconds!

Thanks to the Global Fund and (RED) money that you've helped generate with your (RED) purchase, an extremely effective medicine to treat HIV is becoming widely available to people in Africa. And it's as simple as two pills a day. It's so effective, in fact, it can return a person to vibrant health in about 60 days. Choose (RED) to make an impact. Find out more at JOINRED.COM.

Photography by Antonin Kratochvil/VII

"This is a spectacular public service announcement that shows the impact you can have in the fight against HIV."--David Sams, Founder/CEO, CharityOne, Inc.

The following follow-up comments were recently posted on YouTube.com by the filmmakers in response to the overwhelming feedback that they received via the Internet...

Wow. We are amazed by the number of people who have watched our Lazarus Effect video and would like to make clarifications in light of some questions that have come up.

1. As the video says, treatment exists to fight HIV. This treatment is called antiretroviral (ARV) therapy. It is not a cure. It does, however, help the body's immune system fight HIV, and therefore has restored the health of many sick people within just a few months. That's what we call the Lazarus Effect.

2. ARV therapy is lifelong. This is why (RED) plans to be around for a long time, to help raise money for the Global Fund and continue to fight AIDS in Africa.

3. Some of you have asked, why Africa? In the United States, you can get ARVs at your local pharmacy, through your doctor and health insurance. If you don't have health insurance, there are programs that can help you get access to ARVs. In Africa, no one had access for many years, and the number of people in sub-Saharan Africa who live with HIV has grown to 22.5 milion. We have a tremendous opportunity to help break this epidemic.

4. Others are worried that Silvia, pictured in the video, will give her child HIV through her breast milk. We can drastically reduce the risk of mother-to-child HIV infection with nevarapine, a drug given during labor. After birth, it is ideal to give a baby formula, but that is not always readily available in Africa. Mothers who don't have consistent access to formula are instructed by doctors to only breastfeed their children for six months, and then wean their babies onto formula and food after these six months. This helps reduce the risk of transmitting the virus through breast milk.

5. We've also seen comments that say HIV-positive people will spread HIV if their health is restored. Because it is possible for HIV-positive people to transmit the virus, (RED) money doesn't just go toward ARVs. It also goes toward prevention education and counseling. To find out more about how (RED) money works in Africa, go to www.joinred.com/globalfund/impact/

What RED Is (from the Official JoinRed.com website):

(RED) was created by Bono and Bobby Shriver, Chairman of DATA to raise awareness and money for The Global Fund by teaming up with the world's most iconic brands to produce (PRODUCT)RED branded products. A percentage of each (PRODUCT)RED product sold is given to The Global Fund. The money helps women and children affected by HIV/AIDS in Africa.

What's the meaning of the parentheses or brackets? Well, we call them "the embrace." Each company that becomes (RED) places its logo in this embrace and is then elevated to the power of red. Thus the name -- (PRODUCT)RED.

You, the consumer, can take your purchase to the power of (RED) simply by upgrading your choice. Thus the proposition: (YOU)RED. Be embraced, take your own fine self to the power of (RED). What better way to become a good-looking samaritan?!