Kim Kardashian is playing dead. Digitally dead, that is.
Why, we hear you ask? The reality star is promoting an internet charity campaign, which also features stars like Lady Gaga, Justin Timberlake and Usher. Their pledge is to abstain from social networking sites to raise money for charity.
The celebrities have log off and not sign back in until $1 million has been raised.
The Digital Life Sacrifice is being organised by Alicia Keys' Keep A Child Alive charity for World AIDS Day tomorrow, so those who are distressed at the thought of Kim logging off can be comforted by the fact that it's for a very good cause indeed.
"Kim sacrificed her digital life to give real life to millions of others affected by HIV/AIDS in Africa and India," says the ad. "Visit BuyLife.org or text 'KIM' to '90999' to buy her life now."
What are you waiting for? Do it now!