Keep a Child Alive
Distupting social media to drive change
Keep a child alive, a non-profit focused on improving the well-being of vulnerable children who live with HIV/Aids in Africa, has a fund raiser every year.
We were asked to help boost their funding raising numbers, scale their message, and build community participation in their mission. In honor of World AIDS Day on December 1st, Hollywood’s most popular Twitter users gave up their digital lives to help give real life to children suffering from HIV/AIDS in Africa and India.
3 part campaign. Step 1 – Digital death teaser campaign.
Teaser campain
Jay Sean - 3m followers
Serena Williams - 24m followers
Daphne Guiness - 1m followers
Kim Kardashian - 225m followers
Swizz Beats - 5m followers
Alicia Keys - 50m followers
The Social launch campaign
Lady Gaga’s Facebook page.
Ryan Seacrest’s Facebook page.
Dead idols
30 Million fans would be left in the dark until Keep a Child Alive raised the $1 million necessary to help support communities, families and orphaned children who’ve been impacted by HIV/AIDS. Only then would Alicia Keys, Justin Timberlake, Lady Gaga, Kim and Khloe Kardashian, Serena Williams, Jay Sean, Jennifer Hudson, Ryan Seacrest, Elijah Wood, and host of others be able to reclaim their social digital lives and connect with their fans again.
Buy life
Fans were able to buy stars lives back by donating to KCA through the Buy Life site, or by texting BUYLIFE to 90999. They were also able to join the fight against HIV/AIDS by sacrificing their own social profiles, turning them into fundraising platforms for the charity. We created special bar codes on T-shirts and posters that when scanned would immediately drive fans to the specific donation pages, turning the iconic images of celebrities into buy buttons.
Unique barcodes brought participants to their favorite idols donation page.
We received millions of dollars in earned media, and hit our goal of raising the $1M in less than 7 days. Since the campaigns launch KCA has raised over $3.5M without spending a single dollar on media.
Stephen Colbert mentioned us on The Colbert Report, saying how amazing the campaign was, but asking the public to raise only $999,999. ;-)
Outcome
The Colbert report
Earned press
A worthy cause
Just raise $999,999.00 ;-)
Awards
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Cannes Lion
Gold
PR Charity & Not-for-profit
May 2011
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Cannes Lion
Gold
PR Best Use of Social Media
May 2011
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Cannes Lion
Bronze
Best Use of Social Media
Marketing & BrandingMay 2011
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The One Show
Merit
Interactive:Public Service, Non-Profit
May 2012
