‘Sometimes you need to be really shook up and poked and prodded to do something,’ he tells MTV News of World AIDS Day campaign. By Kara Warner Jay Sean’s coffin image symbolizing his digital death Photo: Markus Klinko/ Indrani/ GK Reid Alicia Keys’ crafty Digital Life Sacrifice campaign — for which a slew of celebs will be offing their cyber-selves in an effort to promote World AIDS Day and raise money for Keys’ Keep a Child Alive charity — is certainly the buzziest and most star-studded effort for this particular cause we’ve witnessed. Celeb “victim” Jay Sean told MTV News that he jumped onboard partially due to Keys’ involvement, but mostly because the campaign is dedicated to saving the lives of children in Africa and India, who wouldn’t have a voice otherwise. “I think we all sometimes turn a blind eye to things that might be depressing, too heavy,” Sean said. “But sometimes you need to be really shook up and poked and prodded to do something, because the way I believe is that every human needs another human being to get some life. … We need each other, and I feel like we should all help each other.” Not to mention the fact that Keys’ concept of “killing” your cyber-self is brilliant. “It’s genius, because [social media] is the new thing, the new age, and fans, they want complete access,” Sean said. “They want 100 percent of you 100 percent of the time. They want to know what you are doing now ! They don’t want to wait and read it on a website; they want to know now !” he laughed, adding that while the “death” part is tongue-in-cheek, getting fans to bring their favorite celebs “back to life” is the perfect call to action. “I’m not coming back until you donate some money!” he said. “Sometimes you need a prod, and this is the perfect way of doing it.” As part of the Buy Life promotion, the celebrities will urge fans to donate to the charity in order to buy back their online presence. Fans can text the first name of the celebrity they are mourning to 90999, and $10 will instantly be donated to the cause. Participants include Lady Gaga, Kim Kardashian, Ryan Seacrest, Justin Timberlake, Diddy, Usher, Jennifer Hudson, Khlo
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