Lady Gaga, Kardashians and Justin Timberlake Not Dead After All

December 6, 2010; Source: | Celebrity followers tweeted with relief yesterday, when Alicia Keys’ “digital death” campaign reached its fundraising goal after just six days in operation. The concept, which required the truly famous (and the famous-for-being-famous) to let their online personas go silent until their fans contributed $1 million to Keep a Child Alive’s AIDS research.

Unfortunately, it seems the stars overestimated their power over their fans. The campaign started very slowly, raising a mere $300,000, and it required pharmaceutical tycoon and billionaire Stewart Rahr’s match of $500,000 to put the total within reach of the campaign’s goal.

One wonders how it would have turned out if contributors could donate money to extend the time that celebrities were offline. I guess we’ll never know.—Timothy Lyster

  • LizBraden

    I was watching this “campaign” a bit online. I really think that they would have raised the $1 million a lot faster if all of the celebs had committed to only tweeting about the AIDs epidemic and the link to the donation website.

    I never once saw the link to Alicia Key’s non-profit site on twitter while the celebrities were “dead”. And it would have been a much more powerful campaign if the twitter market had been flooded with facts and information about HIV prevention and research rather than comments on the fact that Lady Gaga was dead.

    It’s like they recognized the power of twitter and social media and then thought not using it would be effective. Very strange.

  • jenifer daniels

    totally agree with Liz. since when does an advocacy campaign ‘silence’ itself?