Case Studies
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​​NONPROFIT PARTNER: Keep A Child Alive
PROBLEM: Over a million people die from AIDS in Africa and India each year, yet this isn't the top-of-mind issue it once was.
CHALLENGE: Get the world talking about AIDS again and raise money to help "Keep A Child Alive" save lives.
SOLUTION: If millions dying from AIDS wasn't getting the world's attention, perhaps losing the lives of those we idolize most would.
RESULTS: Raised over $3.5 million, with $0 spent on any paid media.
AWARDS: 3 Gold Lions, 2 Bronze Lions at Cannes Festival of Creativity
IMPRESSIONS: 1.5 Billion
Directed by Indrani Pal-Chaudhuri, Photos by Indrani Pal-Chaudhuri and Markus Klinko, Produced by GK Reid
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For World AIDS Day, we asked Hollywood’s most popular stars to gave up their digital lives to help give real life to children suffering from HIV/AIDS in Africa and India. Celebrities including Kim Kardashian, Alicia Keys, Usher, and Lady Gaga, removed themselves from all social networking platforms, and pledged not to return until their lives were “bought back”-and $1 million had been raised for children suffering from HIV/AIDS.
Fans could "buy" the stars back by donating to KCA through the Buy Life site, or by texting BUYLIFE to 90999. They were also asked to sacrifice their own digital lives and join the fight against HIV/AIDS, becoming personal fundraising machines for the charity.
In less than five days the celebrities lives were brought back to life. The “Buy Life” campaign raised over 3.5 million dollars, without spending a single dollar on any form of paid media. The campaign went international as soon as it was launched, and was covered in every media outlet from London to India. It accounted for 1/3 of all HIV/AIDS media coverage worldwide on World AIDS Day, and was named one of Forbes Top 10 most creative advertising ideas of 2010.
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