Concerns about Redemptions Active

Active: UNIQUE Active: Target an area within 550 range. After 2.5 seconds, call down a beam of light to heal allies for 130 (+20 per target’s level) health, burn enemy champions for 10% of their maximum health as true damage, and deal 250 true damage to enemy minions (120 second cooldown). Can be used while dead. (Half effect if the target has been affected by another Redemption recently)

Does it mean, if everyone of one Team is building this item for some reason and activate it during a teamfight, that the full damage proccs once and then the other 4 do half the damage?

example:

1st: 100 dmg 2nd - 5th: 50 per activation = 300 true damage for targets with 1000 Max-HP

or does every consecutive application get halved?

100 - 50 - 25 - 12.5 - 6.25?

With the possibility to activate that even when dead, you could easily break any fight in your teams favor or at least deny the enemys to go for objectives after they would have won a teamfight. If thats the case, games could be drawn out until the complexity memes start to turn in their graves and cry for mercy.

Red-Answer or PBE-knoweledge apreciated :)

Greetings from Germany