What can 40 Cents Buy You?

Written by Ivy | 25 May 2010

So what can 40 cents buy you? Well, for a person with HIV or AIDS, 40 cents a day buys life.

This is a promo from the Lazarus Effect Campaign. I stumbled upon this last night in Twitter post from my favorite band No Doubt. If you watched the video above, you saw the smoking hot Gwen Stefani taking part in the campaign.

The Lazarus Effect was inspired by the story of Lazarus, the man Jesus brought back from the dead... literally. If you're not familiar with the story, check out the book of John Chapter 11.

It's a story people in Africa who are affected by HIV/AIDS can really relate to. More than 20 million people have died from this disease that is not only preventable, but treatable. That message is what this campaign wants us to know.

I have to be honest, I thought HIV/AIDS medication cost much more than just 40 cents a day. That makes me want to donate. I can't donate much right now, but every 40 cents is a day for another person. Literally, every donation big or small makes a huge difference.

The Lazarus Effect Campaign was announced in April. It's a multi-platform campaign that will roll out on the 29th of this month on TV, online and in print publications. There was also a documentary produced by Spike Jonze that aired last night on HBO. It showed a series of true-life resurrections after patients on the brink of death were given the antiviral medication. I'm sure will show up on OnDemand and be replayed soon.

This is all part of (RED), of which the primary objective is "to engage the private sector in raising awareness and funds for the Global Fund, to help eliminate AIDS in Africa."

I think it also raises awareness about the disease here in America. I hope that it helps prevent the disease here too.

For more information, visit www.joinred.com.

Your Questions For Derek Green

Written by Ivy | 20 May 2010

Between tearing out a kitchen and losing a charger to a toddler fit, it's been awhile since I've posted! But I have good news! I'm back! The kitchen isn't done yet... I think I'm starting to get used to the smell of burnt plaster... but the charger is fixed, er, new rather.

Today, I'm continuing my series on Derek Green. I hope you like him, because you will be seeing a lot more from him in the future on this site (and in magazines... I'm calling it now)! You sent in questions, and I sent them onto Derek. He had a lot of fun with this, so please keep the questions coming!

Q: Are there any techniques for reducing shadows on sunny days?

Derek: There are a couple of ways to reduce shadows, you can use fill flash (which i don't use), you can use a reflector (or a piece of white foam core art board from wal-mart) which I do a lot, or you can do what other professional photographers do and shoot in open shade to make sure the light on the model is even.

Q: Is it better to shot with a filter on your camera or just use the filters in photoshop?

Derek: My personal preference is to shoot as clean in camera as possible and add later. I treat my files (which I shoot in RAW mode) as if they're a digital negative, where I have as much information as possible to make decisions later. This is no excuse for not knowing what you want your shot to look like, but it gives you more control, and I feel shooting through filters reduces the optical image quality.

Q: In some of your photos, you use the sun in very creative ways. How did you learn to do that?

Well... I saw this technique used by a photographer by the name of Nick Onken. I love lens flare... LOVE IT!! :) Some people (including my mother) HATE IT!! :( Essentially to shoot into the sun takes a lot of practice to get just right. You have to shoot in manual mode because your camera's light meter is going to expose for the bright sky/sun light... I'm at the point where I can get pretty close pretty quick, I'll over expose anywhere from 1-2 stops.

Q: Any tips for getting good shots of kids?

Derek: A LOT of patience helps! :) If your camera has the ability to take multiple frames per second and has a servo focus (which is just a focus setting that allows your camera to continuously change focus while tracking a subject) you will be in good shape. I think good shots of kids are just putting them in their element, and letting them do what they do.... Props are always fun! Anything from sunglasses, umbrellas, or paper planes! :)

Q: What kind of photoshop actions and filters do you use?

Derek: I'm not a huge action fan, but I do use a few. They are by Boutwell Studios, called the Totally Rad actions... I use the yin/yang action for dodging and burning, the sharpen for web if the image is going to the internet, and every once in a while I'll use pool party or grandma's tap shoes actions to give a retro vintage vibe.

Most of my colors and contrast is done in a program called capture one pro which is a RAW processing software. Once I'm done in there, I'll export my files as JPEG then send them to photoshop, and do any small retouching that may need done, and finally add a film look from a program called Exposure 2 by a company called Alien Skin.

If you have a question, feel free to post it here or shoot me an email at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .