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Digital Death

Award: Wood Pencil

Wood Pencil / Integrated & Earned Media / Earned Media Campaign / 2011

The AIDS epidemic in Africa isn't the prime issue it once was. To raise money for Keep a Child Alive, we had to do something that would really get people talking. Our idea was simple: if the millions dying weren't getting the world's attention, perhaps losing the lives of those we idolise would. So on 1 December, World AIDS Day, Hollywood died... digitally. The world's top celebrity tweeters vowed to stay off all social media until $1million was raised to buy their digital lives back. The goal was reached in less than six days.

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