Can the f-word help save lives?

A star-studded cast joins forces to spread awareness about the drought in Africa using a powerful word.

If you’re wondering if a public service announcement (PSA) can use profanity and make it work, we’ve got one you need to see.

Well, it’s not really profanity. It’s implied, but it packs a pretty powerful punch.

Created by advocacy group ONE, the bleeping PSA shows a star-studded cast mouthing the f-word, blocked again and again, but it’s not the f-word you’d suspect. It stands for “famine.”

In the video, celebrities join together to spread the message about the 30,000 children who died in Africa in the last three months and the hundreds of thousands more people expected to lose their lives.

The video features singing legends Bono and Annie Lennox, actors George Clooney and Colin Farrell, New York City Mayor Michael Bloomberg, former Arkansas Governor Mike Huckabee, and President George W. Bush’s daughters, Barbara and Jenna.

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