Grammy-winning singer Alicia Keys, Diddy, Swizz Beatz and more have sacrificed their social lives for a new World AIDS Day campaign to help raise awareness and donations.
According to reports, the celebrities will cease usage of their social platforms beginning tomorrow (December 1).
Keys, along with celebs including Lady Gaga, Kim Kardashian, Ryan Seacrest, Justin Timberlake, P. Diddy, Usher, Jennifer Hudson, Khloe Kardashian, Jay Sean, Swizz Beatz, Serena Williams, The Buried Life, Elijah Wood, Janelle Monae, Kimberly Cole, David LaChapelle, Daphne Guinness and Bronson Pelletier will take a moment of silence and “end their digital lives” by signing off from all social networking platforms including Twitter and Facebook in solidarity for those in Africa and India affected by HIV/AIDS. (USA Today)
The entertainers will reportedly return to their social network accounts once the targeted donation amount has been reached.
They have pledged to sign back online when $1 million has been raised for the Keep A Child Alive charity, which supports families affected by HIV/Aids in Africa and India. Their videos will appear in ads showing them lying in coffins to represent what the campaign calls their “digital deaths”. More stars, including Katie Holmes, also pose on the Buy Life website in Buy Life T-shirts, which are available to buy from buylife.org. (Monsters & Critics)
Alicia Keys reportedly reached out to her network of celebrity friends to get involved.
The event is organized by Alicia Keys, a global ambassador for the charity. Keys said no celebrity turned down her request to take part in the campaign. “Once I got people on the phone, and I was able to paint the concept for them, everybody was in,” she told UK’s Daily Mail. (Pop Eater)
Keep A Child Alive President Leigh Blake also commented on the event.
“We’re trying to sort of make the remark: Why do we care so much about the death of one celebrity as opposed to millions and millions of people dying in the place that we’re all from?” (Pop Eater)
Check out a promotional campaign video down below: