and sometimes (Red)

A friend directed one of the music videos, here.  The whole enterprise is premised toward shedding light on the absurd reality that tens of thousands of people are living with a greatly treatable disease, suffusing a very substantive cause with music and performances.

I wasn’t crazy about the early incarnations [years ago?] of the campaign that paired the cause with a credit card – we’ve got to get away from the tacked-on ‘feel good’ messaging that appeals to getting some direct benefit (feeling good) from doing the right thing while maintaining a comfortable separation from the work that is needed to affect actual progress. But this digital magazine looks more like the ‘take this hope, make something lasting and give it away” I have espoused elsewhere. More like this, please.

Unrelated but also, this is 10 levels of awesome.