“The more you buy the more you save.” Not retail, but lives. Celebrities like Alicia Keys, Justin Timberlake, Lady Gaga, Usher, the Kardashian sisters and more are staging digital deaths in an effort to generate more support in the fight against AIDS. In honor of World AIDS Day, the stars have been giving their last “testaments” online and Kim Kardashian has even posed in a coffin for an ad as part of the campaign promotion.

“It’s so important to shock you to the point of waking up… this is such a direct and instantly emotional way… to get people to pay attention,” Keys told the Associated Press.

The celebrities are hoping their silence on social media platforms like Twitter and Facebook will instigate millions of fans and followers “resuscitate” their favorite stars through donations. The Keep A Child Alive foundation is sponsoring the Digital Life Sacrifice campaign to raise money for people affected by AIDS in Africa and India.

HIV first surfaced in Central Africa 30 years ago. Western countries have developed drug cocktails that can manage AIDS and reduce the presence of the HIV virus to trace amounts, but the virus cannot be eradicated completely. There is still no cure for those infected with HIV. There is still no vaccine to prevent the spread of this auto-immune disease. Yet, nearly 3 million people were newly infected with HIV in 2009.

There are numerous ways to get involved. Contributors can donate online, send a text message (text “ALIVE” to 90999), or purchase a T-shirt that features a bar code to “Buy Life.” The bar code can then be used and scanned with mobile smart phones as another way to donate.