Today is World AIDS Day and Serena Williams died a digital death for Alicia Keys’ initiative called Buy Life, aimed at financing medical care and support services for children and families affected by HIV and AIDS in Africa and India. It’s all part of Keys’ charity organization, Keep a Child Alive.
By digital death it’s implied that Serena will not update her social media accounts, most famously Twitter, until fans donate $1 million. Of course, Serena is accompanied by other top celebrities in this fund-raising.
Alicia Keys is calling to action: “You’re always texting your friends. Now, you’re going to text to Buy Life.”
What do you think of dying a digital death? Even though at first glance it doesn’t look as much of a sacrifice, when you think about it it’s a great initiative. Firstly, social media accounts of celebrities have great influence. Secondly, it is the first fund-raising of the kind. And finally, it seems to be having success, as BuyLive.com is dying as well, because a lot of people are buying life.