Lady Gaga teams up with Alicia Keys to disconnect from Twitter for World AIDS Day
A slew of celebrities including Lady Gaga, Alicia Keys Justin Timberlake, Jennifer Hudson, Ryan Seacrest, Kim and Khloe Kardashian, Elijah Wood and Usher have pledged their support to join the Digital Life Sacrifice campaign on behalf of Keys' charity, Keep a Child Alive, reports The Associated Press.
The celebrities will disconnect from social media networks like Facebook and Twitter on World AIDS Day on Wednesday. Many have also filmed "last tweet and testament" videos and will appear in ads showing them lying in coffins to represent what the campaign calls their "digital deaths". The celebs will only sign back on when the charity raises $1 million.
"This is such a direct and instantly emotional way and a little sarcastic, you know, of a way to get people to pay attention," Keys told the wire service.
Keep a Child Alive, which began in 2003, will accept donations through text messages and bar-code technology. Raised efforts support families affected by HIV/AIDS in Africa and India.
Keys told the wire service that recruiting celebrities was difficult because of scheduling, but "once I got people on the phone and I was able to paint the concept for them, everybody was in."
"I have a feeling that Gaga is going to raise it all by herself," Leigh Blake, the president and co-founder of Keep a Child Alive, told The Associated Press. "She's got a very, very mobilized fan base and that's beautiful to watch I think (and) she's able to draw their attention to these issues that are very important, you know, and that people follow it and act."
Keys, 29, married rapper-producer Swizz Beatz in July and recently had their first son, Egypt, last month.