It's evident that what they're watching is disturbing. I'm not sure what it is in our brains, but humans always want to see something, especially if they know it could be disturbing, for we want to know if we will have the same reaction as others (more so if they're celebrities). 
I felt the tone was rather somber and depressing throughout most of the video, but at the end a large feeling of hope came over me. Something was different about this video compared to the normal TV ads throwing Sarah Mclachlan music at you and want you to donate money. This video seemed more REAL. Real in that you could visibly see the effects that the video had on the celebrities faces as they watched it. There weren't any special camera angles used to show sad children or dogs that needed money, but REAL diseases and their REAL effects on people.
Another improvement to typical charity ads, all they're asking for is 50 cents, compared to the monthly payments and membership subscriptions many of the other charities and support groups require.
The flow of this piece was, I thought, pretty flawless. It wasn't too long of a video, it brought you in immediately, and finished with a feeling of reasonable hope. Each disease was shown briefly, but long enough to have a lasting impact on my memory. The music rhythm was spot on. At the beginning it was more slow and quiet, quiet enough to hear the breathing of the celebrities watching the footage. Towards the end, though, it picked up pace and volume that had a hopeful and more positive feeling.
I would say for my Screen Story I should use the same type of style. I like informational videos that change often, that keep the viewer intrigued with new things and not the same footage being shown. The way the music was used in this piece is also something I definitely will pay attention to when making my Screen Story.
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