Where Good Grows
Digital death For Keep a child Alive

Results for good
Issue | Epidemics/diseases/allergies

People & Planet:

-
-

Brand & Bottom line:

$500,000
Fans donations in five days

Scale:

3,600
Number of people that died digitally to raise awareness

Brief:

In order to raise awareness and, more importantly, funds for AIDS treatment in Africa and India, Keep a Child Alive, in association with world famous celebrities, created the ‘Digital Death’ campaign.

Target Group:

The target group was young people active on social media. They follow their idols and value the news they find online about them.

Insights:

-

Solutions:

Celebrities as well known as Lady Gaga, Justin Timberlake and Alicia Keys all 'died' digitally, leaving their Twitter accounts and Facebook pages silent. The only way to get them back was to ‘buy their lives back’ by visiting a website and donating money. Once donations had reached $1 million these celebrities would revive their digital lives, once again sharing with their fans.

Results:

The amount was reached in just five days, with fans donating $500,000 and noted pharma billionaire and philanthropist Stewart Rahr matching the amount. At the same time, other Twitter users were encouraged to die digitally to raise awareness, with over 3,600 people doing so, extending the reach of this campaign even further.

Credits:

TBWA\CHIAT\DAY, Los Angeles - Marianne Stefanowicz - Worldwide PR
TBWA\CHIAT\DAY, Los Angeles - Mark Figliulo - Creatives
TBWA\CHIAT\DAY, Los Angeles - Lisa Topol - Creatives
TBWA\CHIAT\DAY, Los Angeles - Jonathon Marshall - Creatives
TBWA\CHIAT\DAY, Los Angeles - Eric Stevens - Creatives
TBWA\CHIAT\DAY, Los Angeles - Eric Stevens - Creatives
TBWA\CHIAT\DAY, Los Angeles - Ani Munoz - Creatives
TBWA\CHIAT\DAY, Los Angeles - Isabella Castano - Creatives
TBWA\CHIAT\DAY, Los Angeles - Josh Morse - Production
TBWA\CHIAT\DAY, Los Angeles - Howie Howell - Production
TBWA\CHIAT\DAY, Los Angeles - Katherine d’Addario - Production
TBWA\CHIAT\DAY, Los Angeles - Rayana Lucier - Production
TBWA\CHIAT\DAY, Los Angeles - Chris Reardon - Production
TBWA\CHIAT\DAY, Los Angeles - Michael Bester - Production
TBWA\CHIAT\DAY, Los Angeles - Peter Kuang - Production
TBWA\CHIAT\DAY, Los Angeles - Chris Kief - Production
TBWA\CHIAT\DAY, Los Angeles - Markus Klinko & Indrani - Photographer
TBWA\CHIAT\DAY, Los Angeles - G.K. Reid - Photographer

Comments

Share This case study

1 Appreciations 2994 Views 0 Re-cycles  



You need to be a WhereGoodGrows Community Member to recycle work.

 

You need to be Loged in to recycle this case study

 

You are about to download Digital death

Please note that by doing so you are also agreeing to the terms and condtitions of the usage right of this case study which is stipulated below by the owner of the work.

  • There are no recycling restrictions