A handful of celebrities have logged off social networking sites and won’t log on again until $1m is raised for a charity.
Singer Alicia Keys’ charity Keep A Child Alive provides AIDS treatment in Africa and India – and she masterminded the campaign with her new husband Kasseem Daoud Dean, to mark World AIDS Day on Wednesday.
So Lady Gaga’s 7m Twitter followers won’t hear a word out of her until the money is in the bank. Fans of Justin Timberlake, Elijah Wood, Usher and Kim Kardashian will also be kept in the dark for the duration.
However, while the celebrities will be thinking that through their silence they’ll be raising awareness for the charity, will anyone even notice they’ve gone? Is the use of social networks mature enough for anyone to be noticeable by their absence?
We think that where real awareness will be raised is from the spin-off PR in blogs, online editions of newspapers and traditional media.