To draw attention to World Aids Day, which takes place today, a number of US celebrities have sacrificed their digital lives and abandoned their Twitter and Facebook accounts. They will remain offline until fans buy them back, by raising $1 million for the Aids charity Keep A Child Alive…
Celebrities taking part in the campaign include Justin Timberlake, Alicia Keys, Lady Gaga, Elijah Wood, Serena Williams, Kim and Khloe Kardashian, Ryan Seacrest, Usher and many more. All have abandoned their Twitter accounts – Justin Timberlake and Alicia Keys’ most recent Tweets are shown above.
The campaign was created by TBWAChiatDay in New York, and includes a series of print posters featuring the celebrities in coffins (Serena WIlliams and Elijah Wood are shown above). “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,” says creative director Lisa Topol. “Itʼs 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.”
To contribute to the campaign, visit buylife.org.
Agency: TBWAChiatDay, New York
Chairman and chief creative officer: Mark Figliulo
Creative director: Lisa Topol
Creatives: Jonathan Marshall, Josh DiMarcantonio, Eric Stevens, Ani Munoz, Isabella Castano