Digital Deaths Resurrected
The most followed celebrity tweeters “sacrificed their digital lives” and ceased tweeting just six days go to help save the real lives that are affected by HIV/AIDS in African and India. The celebs that joined the campaign agreed to stop Twitter and Facebook updates until $1,000,000 was raised for the Keep A Child Alive foundation.
The campaign launched on Wednesday, December 1st, World AIDS Day, as part of KCA’s larger fundraising effort BUY LIFE which was developed by advertising agency TBWA\Chiat\Day New York.
Followers were called to buy back the lives of the digitally deceased and the followers answered. On December 6, 2010 the goal of $1,000,000 was reached. The public as well as the artists who participated in the campaign donated to raise half a million dollars in less than one week and today pharma billionaire and noted philanthropist Stewart Rahr has generously offered to match this amount.
As of December 6, 2010 all participating artists including Alicia Keys, Lady Gaga, Kim Kardashian, Ryan Seacrest, Justin Timberlake, Usher, Jennifer Hudson, Khloe Kardashian, Lenny Kravitz, Jay Sean, Swizz Beatz, Serena Williams, The Buried Life, Elijah Wood, Janelle Monae, Nikki Sixx, Kimberly Cole, David LaChapelle, Daphne Guinness and Bronson Pelletier have returned online. Their digital lives have be resurrected…how clever.
If you have ever underestimated the power of a celebrity on Twitter, I am sure you will not do so again. To be honest, I wasn’t sure of the results this campaign would receive myself. People aren’t down for donating money now a days but I guess if you take a couple of celebrities away from a twitter craze population your sure to get bucks. Kind of sad, but that is the reality we have created. Face it, our world is celebrity and internet driven, which are two essential tools for a public relations campaign.