Celebrities show their African roots for Aids ad campaign

The "I Am African" campaign, in partnership with Conde Nast, has been launched to raise awareness and funds to combat Aids in Africa. It features actors Mischa Barton, Richard Gere, Lucy Liu, Gwyneth Paltrow, Sarah Jessica Parker and Liv Tyler, along with musicians David Bowie, Alicia Keys and Lenny Kravitz.

Brazilian supermodel Gisele Bundchen, who recently starred in the American Express print ad for its charity credit card Red, is also appearing in the campaign.

Keep a Child Alive and its global ambassador Iman asked the celebrities to show their African roots and appear in a photo spread in a modern reinterpretation of traditional African tribal make-up. The black and white images, with splashes of colour for the makeup "depict a moving picture of modern day African identity".

The campaign will roll out in Fashion Rocks, a supplement to the September editions of all Conde Nast publications, while future instalments will appear in other Conde Nast magazines such as Vanity Fair, Vogue and GQ, among others.

Leigh Blake, president and CEO of Keep a Child Alive, said: "Our work at KCA was created out of a vital need in a community that has seen little attention -- let alone aid -- for Aids. We will continue our life-saving work and are blessed to have committed individuals and organisations, such as Conde Nast, be our allies in the fight against Aids."

The campaign was executed by fashion photographer Michael Thompson, hair stylist Serge Normant, make-up artist Dick Paige, fashion stylist Joe Zee, with art direction by Trey Laird.

Go to KCA for more information on the charity.

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