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Keep A Child Alive
Keep A Child Alive - Digital Death Campaign

RAN IN: United States, Canada

CLIENT
Keep A Child Alive

AGENCY
TBWA\Chiat\Day New York *Lead Agency

Mark Figliulo - Chairman, CCO
Isabella Castano - Art Director
Nikki Maizel - Acct. Director
Jonathan Marshall - ACD
Jeremy Miller - PR Director
Josh Morse - Digital Producer
Ani Munoz - Copywriter
Chris Reardon - Brand Experience
Eric Stevens - ACD
Lisa Topol - Creative Director


SUMMARY

TBWA's Digital Death campaign for Keep A Child Alive, a grass-roots HIV/AIDS charity, featured celebrities with collectively over 30 million Facebook and Twitter followers who pledged to digitally die until $1 million was raised towards HIV/AIDS. The celebrities posed in coffins to illustrate their digital deaths and created Last Tweet and Testaments that they released to their fans. The campaign accounted for 1/3 of all global coverage on World AIDS Day and raised $1 million in 6 days.

CASE STUDY

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CASE VIDEO


Hero Medium: PR

Medium Featured On Video: Interactive, Print, PR

Audience: New Audience, Men, Women, Boomers (45+), Children (12 and under), Teens (13-20), Young Men (20-35), Young Women (20-35), Families, Mothers, Fathers

Objectives: Increase awareness

Type: Business to Consumer

Classification: Local,Regional,National,Multinational

Language: English