The campaign includes Jennifer Hudson, Usher, Kim and Khloe Kardashian, Serena Williams, Janelle Monae, Lady Gaga, Willow and Jaden Smith.
“This is such a direct and instantly emotional way and a little sarcastic, you know, of a way to get people to pay attention,” said Keys, who has more than 2.6 million followers on Twitter, to the AP. (Lady Gaga has more than 7.2 million followers on Twitter, and almost 24 million fans on Facebook.)
Keys says she wants the campaign to put things in to perspective. One of the campaign’s goals is to get people thinking about what it means to buy a life beyond HIV treatment meds.
“Keep A Child Alive buys more than just the pills needed to fight HIV/AIDS in Africa and India. It buys the essential nutrition, shelter, support and education to help ensure those pills are taken properly and effectively,”
The foundation, which began in 2003, will accept donations through text messages and bar-code technology found on ads. Keep a Child Alive works in India, South Africa, Uganda, Rwanda and Kenya.
To donate via text message, simply text "BUYLIFE" to 90999
or you can specifically text "SERENA" to 90999.