Background
Alicia Keys charity that provides ARV drugs to children dying of AIDS in Africa. $1 a day saves a life.

Objectives
To raise money and awareness on behalf of Keep A Child Alive (on a shoestring budget).The launch of the iPhone was less than a week away and what better way to generate attention around an organization than do something ludicrous. My Anomaly colleagues I were first in line for the iPhone at Apple's Soho store wearing Keep A Child Alive T-shirts and holding signs directing people to the website. Media from all over the world interviewed the non-profit supporters as they waited in line for 3+ days.

Results
8 million media impressions of global press coverage; over $100K raised and support from Spike Lee who purchased the very first iPhone on behalf of Keep A Child Alive.

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