Celebrities will “die” on Twitter and Facebook starting Wednesday for the “Buy Life” campaign, which seeks to raise $1 million for Keep A Child Alive, a charitable organization that provides medical care and other services for families affected by H.I.V. and AIDS in Africa and India. The effort coincides with World AIDS Day.
Among the famous who are temporarily taking their “digital life” are Lady Gaga, the organization’s co-founder, award-winning singer and songwriter Alicia Keys, and Kim Kardashian, who will promote anything it seems, including a good cause.
The organization was already selling t-shirts with a bar code that can be scanned for a donation. With this, Keys told the New York Times that the organization is using technology and the commoditization of celebrities to benefit the organization.
“You’re always texting your friends,” said Keys. “Now, you’re going to text to Buy Life.”