Keep A Child Alive
On 12.1.10 Hollywood died. In honor of World AIDS Day on December 1, Hollywood's most popular Twitter users gave up their digital lives to help give real life to children suffering from HIV/AIDS in Africa and India.
Celebrities like Justin Timberlake, Lady Gaga, Kim Kardashian, Alicia Keys and Usher removed themselves from all social networking platforms, including Twitter and Facebook, and pledged not to return online until their lives were "bought back"—after $1 million has been raised for the charity Keep A Child Alive.
Fans were able to help the buy the stars back by donating to KCA through the Buy Life site, or by texting BUYLIFE to 90999. They were also able to sacrifice their own digital lives and join the fight against HIV/AIDS, becoming personal fundraising machines for the charity.
Due to the generosity of their fans, in less than five days the celebrities lives were brought back to life.
To date the “Buy Life” campaign in all has raised over 3.5 million dollars without spending a single dollar on any form of media. The campaign went international as soon as it was launched, covered in every media outlet from London to India.
It also accounted for 1/3 of all HIV/AIDS media coverage worldwide on World AIDS Day, and was named one of Forbes Top 10 most creative advertising ideas of 2010 as well as picking up 2 gold lions at Cannes.
Client: Keep a Child Alive Charity