Keep A Child Alive (KCA) is a small organization dedicated to fighting HIV/AIDS in Africa and India. But despite the fact that over 1million people die every year, the world has seemingly lost interest in the AIDS epidemic. With so many other issues and causes-of-the-moment, AIDS isn’t the top of mind issue it once was. KCA needed to get the world’s attention and generate conversation around AIDS. And of course they had to do it with no money. Which got us thinking, if the millions of real people dying each year weren’t enough to get the world’s attention, maybe losing the lives of those we idolize most would. That’s why on 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. With a media budget of zero dollars, it was imperative that the campaign generated press coverage to spread awareness. And, it did. Once the celebrity’s announced their digital deaths with personalized Last Tweet & Testament Videos, the campaign was everywhere. KCA received an unprecedented amount of coverage and AIDS was once again major topic of discussion. Most importantly – we reached our goal of $1million in under six days, and ultimately helped KCA save millions of real lives with just a few digital deaths.