Keep A Child Alive — Digital Death Campaign

Wed, 23 May 2012 00:00:00 -0400
Effie Awards

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 campaign accounted for 1/3 of all global coverage on World AIDS Day and raised $1 million in 6 days.