A post with a difference today - An intriguing, "using viral to fight viral", macabre concept in the name of a brilliant cause.
December 1st as many would be aware is World Aids Day, a date nominated for reflection, improving awareness of and the raising of funds in the ongoing battle against HIV and AIDS across the Globe.
U2's Bono (currently touring Australia) on Monday lit the Sydney Opera House and Harbour Bridge in a wash of red lights in line with other landmarks around the World as a sign of respect for all who have lost their lives to the disease.
Today, being the 1st of December in the US, an intriguing campaign was launched headed by musician Alicia Keys and her Keep a Child Alive foundation called "Digital Death: Buy A Life". Click the image above to watch the video clip.
Pulling onboard a swag of celebrity mates from Actor Elijah Wood, Photographer David LaChapelle to Lady Gaga, Justin Timberlake and tennis star Serena Williams; Keys has, in the name of fundraising, convinced them all to go without their "digital life" (twitter, facebook updates) indefinitely from 1.12.2010 until $1,000,000 is pledged in the fight to save children's lives affected by HIV in Africa and India.
A monumental undertaking that in the first 24 hours sees over $100,000 already donated!