KEEP A CHILD ALIVE


Keep A Child Alive was a brand new charity that spent 100% of donations on buying life-saving medicine for women and children with AIDS in Africa. 

We needed to cut through the clutter and predictability of charity advertising to let the public know that a solution to the AIDS pandemic was now within their reach. That they could personally save a life by becoming a drug dealer.

Print driving to becomeadrugdealer.com


BECOMEADRUGDEALER.COM

On the site celebrity led "cartels" competed to raise the most money for KCA.


THE PUSHER'S BALL

On World AIDS Day we held The Pusher's Ball, a benefit concert to raise funds for KCA. Alicia Keys hosted the event and performed with Lou Reed, Lenny Kravitz and many others. Guests got their mug shots taken and bought "Drug Dealer" t-shirts that were packaged in evidence bags, then watched the show from seating areas that were set up like drug dens.

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