This heading seems to be a little bit tricky as if it gives a hint to reach a wonderland with only 40 cents in your pocket. Most probably, this amount of money is nothing more than a piece of gum or an apple for you. However, have you ever thought that it costs more than that but a life, in another words, one day more in this land of life for anyone? If you have never thought about it, maybe it’s time to read this post rather than racking your brains.
Most of the time in this blog, I have shared my findings and ideas related to brand awareness but this time I am writing to raise HIV awareness. I am aware of the fact that World AIDS Day held on 1 December each year already passed away. Since it is an issue that should be not only raised one day but always on the agenda, we have just started to implement a project in order to raise HIV awareness and create support for people living with HIV.
Today, unfortunately 34 million people are living with HIV worldwide and 390,000 new HIV infections are among children. Especially, within Sub-Saharan Africa 15-28% of the population are living with HIV. For all these people, 40 cents = 2 lifesaving pills… With the help of 2 antiretroviral (ARV) pills that only cost around 40 cents a day, a person with HIV can transform his/her life in as few as 40 days. Doctors call it “The Lazarus Effect”.
In 2010, HIV Awareness Organization (RED) launched The Lazarus Effect Campaign to raise awareness of the antiretroviral medicine for those living with HIV in Africa. The campaign included television, print and online advertising. In a video for the campaign the cost of the pills was compared to trivial items that were obtained for the same 40 cents.
The campaign was directed by photographer Brigitte Lacombe and featured a host of high profile celebrities including Bono, Penelope Cruz, Javier Bardem, Julianne Moore, Naomi Watts, Claire Danes, Alek Wek, Iman, John Turturro, Toni Collette, Hugh Jackman, Orlando Bloom, Lucy Liu, Gabourey Sidibe, Kerry Washington, Bryan Cranston, LeAnn Rimes, Jane Lynch, Michelle Rodriguez, Gwen Stefani, Hayden Christensen, Julia Louis-Dreyfus, Don Cheadle, Ludacris, Common, Benicio Del Toro, Dakota Fanning, Christy Turlington, and the Jonas Brothers.
Here’s the video campaign debuted in 2010…and it’s a good one. It really puts things into perspective and makes you think.
“The Lazarus Effect” references the biblical story of Lazarus who was resurrected four days after his death by Jesus. The term is used to describe the effect of antiretroviral medicine on those living with HIV as the pills, which cost 40 cents a day, allow a person dying from aids to regain their strength within 40 days.
The Lazarus Effect is demonstrated in the photos below—a baby before the treatment (L) and 90 days after beginning the antiretroviral medicine to treat her HIV (R).
After all, with the right interventions at the right time, resilience and hope can be developed. So let’s start to tell this story so that people see what 40 cents buy and what life costs…