Keep A Child Alive

Buying back the digital lives of celebrities

In honor of World AIDS Day, Keep a Child Alive enlisted Hollywood’s most popular Twitter users to give up their digital lives in order to raise $1 million to help real life children suffering from HIV/AIDS in Africa and India.  Millions of fans of celebrities like Alicia Keys, Justin Timberlake, Lady Gaga, Kim and Khloe Kardashian, Serena Williams, Jennifer Hudson, Elijah Wood, and numerous others would be disconnected from their favorite celebrities until the goal was reached.  Fans could “buy” back their favorite star’s social digital life by donating to KCA through the site or via text.  They could also join the effort by sacrificing their own social digital life through personalized campaign pages.  The campaign was so successful that it hit the goal of $1M in under 7 days, and without spending a single dollar on media.  To date the campaign has raised over $3.5M to help support communities, families and children who’ve been impacted by HIV/AIDS.

[Agency: TBWA\Chiat\Day]

Awards: Cannes Golden Lion