Keep a Child Alive: Digital Death

Agency: TBWA\Chiat\Day
Client: Keep a Child Alive
Product: The Digital Death Campaign

Objectives

Keep a Child Alive (KCA) is a small AIDS relief organization dedicated to fighting HIV/AIDS in Africa and India. But despite the fact that over 1 million people die from the disease every year, the world has seemingly lost interest in the AIDS epidemic.

Simply put, with so many other issues and causes-of-the-moment to worry about, AIDS isn't the top of mind issue it once was.

Thus, our goals were straightforward: raise money (we set a goal of $1 million) and generate massive conversation around KCA and its mission. To be successful, we needed to get the world focused and talking about AIDS again. And because we had a media budget of zero dollars, it was imperative that whatever we did should break through to create its own awareness through press coverage and social media.

Strategy