“I'm digitally dying tonight. Please buy my life back! Let's save lives! I will miss you!” A “last tweet” of sorts from Kim Kardashian.
This World AIDS Day, Twitter, Facebook and other social media sites will be especially quiet. Celebrities like Usher, Lady Gaga, Ryan Seacrest and at least a dozen others have pledged to remain digitally silent until $1 million is raised to provide support to children and families affected by AIDS.
Money raised for the Buy A Life campaign will go to the Keep A Child Alive foundation, co-founded by singer Alicia Keys and long-time AIDS advocate Leigh Blake. Aside from providing food and medical support, KCA also operates 10 orphanages in different parts of Africa and India for children whose parents have died of AIDS.
While the reason for the cause is literally life threatening, the campaign itself raises some questions. This particular campaign, for instance, comes complete with celebrities resting peacefully in coffins and “last video" testaments – oh, and you can buy a cute t-shirt, too.
Not surprisingly, what’s being dubbed the ‘digital life sacrifice’ is considered to be social media at its best -– or worst (depending on whom you ask).
It’s clear that social media has changed the game in charity fundraising, but are we exploiting the very causes we’re raising money for? Or is it OK to take the Malcolm X approach and raise money and awareness By Any Means Necessary? What's your take?
This program aired on December 1, 2010. The audio for this program is not available.