The agency TBWA\New York created the “Digital Life Sacrifice” for the charity “Keep a Child Alive” which aides families sufferring from HIV/AIDS in India and Africa. Lead by the “Keep a Child Alive” ambassador, Alicia Keys, the Digital Life Sacrifice is an innovative way to raise funds for World AIDS Day by capitalizing on the success of certain celebrities social media presence. Thus, Lady Gaga (the biggest star on the web with 24 million Facebook fans and 7 million followers on Twitter), Justin Timberlake, Usher, Kim Kardashian and many others (including Willow and Jaden children of Will and Jada Pinkett-Smith) will be staging their online deaths tomorrow and will come back only when 1 million dollars in donations have been met.
Tomorrow, the participating celebrities will post a last tweet after midnight as well as (slightly morbid) videos of themselves in a casket. For 35 dollars, US residents can purchase a “Buy Life” t-shirt on the Buy Life website. These bar-code adorned shirts are scannable with StickyBits–every scan makes a 10 dollar donation. You can also donate 10 dollars by sending an SMS to 90999 with the code BUYLIFE or the name of the star that fans wish to revive. 10 dollars is a small price to pay for a life.