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The Lazarus Effect

laz1.jpg
Photographs by Antonin Kratochvil.

Philanthropic Business Model (RED) has been in working mode now for one year. And while some do not believe that it’s worth while, people are living because of it.

Photojournalist Antonin Kratochvil and writer Alex Shoumatoff traveled to Zambia and saw the effects of the ARV drugs working with the people living with this terrible disease.

I urge you to read this Vanity Fair article, whether you support (RED) or not.

The idea behind (Red) is simple: participating companies, which so far include American Express, Apple, Armani, Gap, Motorola, and Converse (a subsidiary of Nike), sell (Red)-branded products. Forty percent of the gross profits from those sales go to providing free ARVs to Africans with aids. As the Web site Joinred.com puts it in its bluntly worded manifesto:

(Red) is not a charity. It is simply a business model. You buy (Red) stuff. We get the money, buy the pills and distribute them. They take the pills, stay alive and continue to take care of their families and contribute socially and economically in their communities.