The campaign, being announced this week, is called the “Lazarus Effect” campaign, after the expression that has been used to describe the benefits of the antiretroviral drugs taken by AIDS patients.
The campaign, which will begin appearing on HBO, is centered on the idea that the drugs needed by AIDS patients in Africa cost as little as 40 cents a day. The ads contrast what could be bought for 40 cents by everyday consumers with the value the sum could have to AIDS patients.
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