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OTRC: SXSW Interactive Festival joins in Japan relief efforts

SXSW Interactive, the social media-related element of the South-by-Southwest Festival, has started an initiative to help Japan, following the massive earthquake the country has endured.

Cause Box founder Rob Wu and Live Path's Leigh Durst started the initiative with a goal of raising $10,000, which has since been doubled to a goal of $20,000. They raised $2,600 in the first day alone.

Celebrities like Jake Gyllenhaal, Demi Moore and Ashton Kutcher are currently in Austin, Texas for the annual event.

Social media is one of the focuses of the SXSW Interactive Festival, so the crew has been busy on Twitter and created the website, SXSW4Japan.org to collect donations this week.

This week, the Interactive and Film festivals launched while the 18th annual SXSW music festival is scheduled to begin on March 16. The SXSW Interactive festival will be streaming live on the event's website.

SXSW organizers also connected with DogBlessYou.org, an organization connected to the Annenberg Foundation, who will donate up $200,000 to relief efforts if 100,000 people "Like" their Facebook page by Saturday night.

Lady Gaga has joined the efforts by designing a wristband for charity, with all proceeds going directly to Japan.

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