Interest in the use of digital technology to promote character strengths and virtues is growing, especially in the area of digital altruism. Last night, digital altruism went mainstream during the Super Bowl.
Did you notice?
It happened during the (RED) commercial and it's still going strong. During the commercial, Bank of America pledged to donate $1 for (RED)’s fight against AIDS for each download of U2's new song, "Invisible". The campaign's goal: the virtual elimination of mother-to-child HIV transmission by 2015.
Initially, Bank of America pledged to donate $2 million to (RED) but, Adam O'Daniel reports that "Bank of America Corp. (NYSE: BAC) has agreed to keep donating dollars to rock star Bono's AIDS-fighting nonprofit, (RED), until midnight tonight. (The $2 million goal was met just hours after Sunday's Super Bowl ad!)