Lisa Topol, Group Creative Director, TBWA\Chiat\Day New York, said, 'Charitable organizations have harnessed the power of social media before, but never with such an innovative approach. Celebrities are our culture's most prized commodity and their Facebook and Twitter accounts, for better or worse, are worth a lot to millions of people. So why not use that reality to actually do some good?,' 'Whether we like it or not, we knew that the digital death of even one celebrity would draw more attention than the millions of real people suffering and dying from HIV/AIDS every day. It's a not so subtle statement on what we value in our society, but hopefully it will also be a way for something as fanciful as celebrity tweets to quickly and significantly make a real difference in the world.' 'We see celebrities use their name and image all the time to help charities. But in this case just saying they care wasn't enough. For the digital death campaign, we asked celebrities to make an actual sacrifice. And we were happy, perhaps even a little surprised, that so many of them stepped up. For them, Twitter and Facebook isn't just a fun pastime. It's a serious way to stay connected to fans. Withholding tweets and updates, even for a few days, is significant, but they realized just how much their social networks can create real awareness and immediate action. ' 'In this case, social networking creates a system where fans and celebrities must rely on each other to help a greater cause. If they don't work together, they can't help others in genuine need. And of course, those highly anticipated tweets and updates cant be written or read. So it's a win-win when everybody works together. It's a good model.' Participating celebrities will direct fans to their personal page at www.buylife.org, where their "last tweet & testament" video will be posted. From here, fans can either donate directly online or text the first name of the celebrity they wish to support (example ALICIA) to 90999 in order to donate $10 to KCA. In addition to the Twitter/Facebook component of the campaign, the majority of the participants have posed for photos lying in coffins to symbolize their digital deaths. These ads will also begin running online and in print on World AIDS Day. DIGITAL DEATH follows on the heels of the launch of KCA's BUY LIFE initiative, also created by TBWA\Chiat\Day New York, a technologically advanced brand platform that launched on October 1st following the seventh annual Black Ball in NY. The BUY LIFE ads featured Katie Holmes, Usher, Jay Sean, Kim Kardashian, Ryan Seacrest, Alicia Keys, Jaden and Willow Smith, Serena Williams, Swizz Beatz and others wearing t-shirts with scan-able bar codes, which smart phone users could use to donate to KCA. ABOUT KEEP A CHILD ALIVE Keep a Child Alive provides first class AIDS care, support, nutrition and love to children and families affected by HIV/AIDS in Africa and India. With 28 million already dead, the disease continues to wipe out whole societies, threatening economic infrastructure and devastating the family structure. There are currently 14.2 million AIDS orphans in Africa alone. Anti-retroviral (ARV) treatment has transformed the lives of people with AIDS in the West, returning them to health from illness. However, millions of people with AIDS have no access to these lifesaving drugs. KCA currently provides funding to10 clinical and orphan care sites in 5 countries: Kenya, Rwanda, South Africa, Uganda and India; with previous projects in Ethiopia, Kenya, Mali, Zimbabwe and South Africa that have been successfully scaled to new levels of service and self-sustainability within their communities. Keep a Child Alive is committed to engaging the global public in the fight against AIDS and is proud to be a pioneer in fundraising. KCA was the first charity to ask the public to donate directly to purchase AIDS treatment and the first to make an online documentary "Alicia in Africa" available for free download. Keep a Child Alive also pioneered text messaging as a means to donate using our innovative Text ALIVE campaign to inspire whole new audiences to support our work. Keep a Child Alive was the first charity to successfully implement a text-message donation campaign in the United States, launching Text "ALIVE" in conjunction with the "As I Am" concert tour of our Co- Founder, Alicia Keys in 2008. To date, KCA has raised over $800,000 from one-time $5 donations through texting. Keep a Child Alive's latest campaign, BUY LIFE, uses the smart-phone applications Wimo/Stickybits to scan bar-code technology to donate directly to KCA. We are the first to use this bar-code technology for philanthropic purposes. Since founded in 2003, Keep a Child Alive has raised $27 million to fund the sites we support; $13 million of which is from our legendary Black Ball events. For more information on Keep a Child Alive, please log onto: www.keepachildalive.org.
Client: Keep A Child Alive Brand: Keep A Child Alive Title: Digital Death Campaign (Buy Life) Creative Agency: TBWA\Chiat\Day New York Mark Figliulo (Chairman and Chief Creative Officer) Lisa Topol (Creative Director) Jonathan Marshall (ACD/Copywriter) Josh DiMarcantonio (ACD/Copywriter) Eric Stevens (ACD/Art Director) Ani Munoz (Copywriter) Isabella Castano (Art Director) Head of Production: Robert Valdes Digital Producer: Josh Morse Print Production: Katherine d'Addario, Joni Adams Project Management: Rayna Lucier Brand Experience: Chris Reardon User Experience Designer: Will Weems Designer: Eric Kopicki Flash Developers: Dima Farer, Scott Jones Front End Developer (Buy Life): Michael Bester Back End Developer: Peter Kuang Front End Developers (Digital Death): Use All Five Richard Levi Brooks Jordan Farrell Matt Farmer Account Management: TBWA\CHIAT\DAY New York Account Director: Nikki Maizel Account Supervisor: Keiko Kurokawa Assistant Account Executive: Greg Masiakos Client: Keep A Child Alive Leigh Blake, President and Founder Elizabeth Santiso, Vice President Earle Sebastian, Creative Director Louise O'Shea, Communications Manager Shobi Varghese, Webmaster Hosting donated by Media Temple. Photography: Markus Klinko & Indrani Photographers: Markus Klinko & Indrani Styling: G.K. Reid Videography: Keep A Child Alive Director: Earle Sebastian Camera: Gerald Wenner Camera: Ross Baldisserotte Assistant 1: Mark Sebastian Assistant 2: John Spicer Styling: Hair: Tippi Shorter Make Up: Ashunta Sheriff Prop Stylist: Andrea Huelse Video Editing: Final Cut NY Producer: Viet-An Nguyen Editor: Sonejuhi Sinha Animation Titles: My Active Driveway Executive Producer: Jonny Fego Music: South Music