To help raise awareness and money for Keep a Child Alive (a small group dedicated to fighting HIV/AIDS), TBWA/Chiat/Day New York had to do something that would get people talking about AIDS again. And we had to do it with a media budget of zero dollars. Our idea was simple: if the millions dying of AIDS aren't getting the world's attention, perhaps losing the lives of those we idolize most would. That's why on December 1st - World AIDS Day - the world's top celebrity tweeters sacrificed their digital lives to help save millions of real ones.

Launch the campaign
Published
August 2012
Topics

The Story

To help raise awareness and money for Keep a Child Alive (a small group dedicated to fighting HIV/AIDS), TBWA/Chiat/Day New York had to do something that would get people talking about AIDS again. And we had to do it with a media budget of zero dollars. Our idea was simple: if the millions dying of AIDS aren't getting the world's attention, perhaps losing the lives of those we idolize most would. That's why on December 1st - World AIDS Day - the world's top celebrity tweeters sacrificed their digital lives to help save millions of real ones.

On December 1st – World AIDS Day – the world’s top celebrity tweeters sent out personalized Last Tweet & Testaments to their millions of fans, vowing to stay off all social media – that means no more Twitter, no more Facebook, no more anything – until $1 million was raised to buy their digital lives back. We were completely dependent on the power of each celebrity’s social network to spread awareness. And it worked. Their “Last Tweets” spawned an unprecedented amount of PR coverage for a fundraising effort and soon the campaign was everywhere and donations began pouring in.

The Technology

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    Social

    Facebook

    Twitter

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    Video

    YouTube

The Results

Not only did we raise over $1 million in under six days, but we created an unprecedented amount of coverage for a fundraising effort. The site had over 10,000 hits per second on World AIDS Day and KCA became a household name in the fight against AIDS overnight. We had over 1.5 billion media impressions and the campaign accounted for one third of all coverage on World AIDS day. And it didn’t stop there. Not only did people buy their favorite celebrity’s life back, but thousands of “regular” people followed suit and sacrificed their own digital lives to continue to raise money.

24

Twitter-addicted celebrities making a sacrifice for all of the right reasons

1.5B

project impressions

12

team members working on this project

Launch Date Dec. 1, 2011