How would you react if your favorite celebrity died today? Is it different from how you'd react if you knew that thousands of people die each day from AIDS?
Starting Wednesday, World AIDS Day, sisters Kim and Khloe Kardashian, Lady Gaga, Justin Timberlake, Alicia Keys, and a slew of other celebs will be eerily absent from Facebook and Twitter in order to raise awareness for the deathly disease.
The Digital Life Sacrifice campaign features ads that show Kim Kardashian and others lying stiff in their coffins, symbolizing their digital deaths.
The stars will sign back on when the Keep a Child Alive charity, which raises money for families affected by HIV/AIDS in Africa and India, reaches the $1 million donation mark. Keep a Child Alive will accept donations via text message and bar-code technology embedded in the ads.
"We're trying to sort of make the remark: Why do we care so much about the death of one celebrity as opposed to millions and millions of people dying in the place that we're all from?" says Leigh Blake, co-founder of Keep a Child Alive. "It's about love and respect and human dignity."