(New York, 22 November 2013) International music star David Guetta, together with the United Nations and international aid organizations launched a music video for the new track ‘One Voice’, in support of “The World Needs More__” campaign to raise funds for humanitarian emergencies. The track and video were penned and performed for the campaign by music artist Mikky Ekko.
The music video was projected onto the exterior of the iconic United Nations Headquarters building in New York during a special launch event attended by United Nations Secretary-General Ban Ki-moon, Under-Secretary-General Valerie Amos, David Guetta and many of the campaign’s key partners and supporters.
“The World Needs More___” campaign enables leading brands to sponsor a word they believe the world could use more of. Each time these words are shared on Twitter or through the campaign website www.theworldneedsmore.org, US$1 is unlocked to support aid efforts in the world’s most underfunded crises, literally turning words into action. The campaign was launched on World Humanitarian Day, 19 August, and the video is being launched now to raise funds that can go directly to ease the devastation and loss caused by Typhoon Haiyan in the Philippines.
David Guetta produced the video especially for the United Nations. “Music is a powerful way to connect and to bring people together,” said Mr. Guetta. “Together we can use our voices to make a real difference for people in need around the world. I am so honored to be part of this campaign. If we can make a change just by saying what the world needs now and raise money to help the UN – wow. That’s incredible. I want the video to show just what the UN does to help people and use my community to share this – and them with their friends. I collaborate in my music; I want us all to collaborate in this.”
“We know that humanitarian needs are growing and that if we are to meet those rising needs we must do things differently,” said Valerie Amos, UN Humanitarian Chief. “We need more partners and supporters. This campaign is a chance to do just that and we are grateful to David Guetta for lending his voice and talent to this cause.”
The music video was directed by Michael Jurkovac together with advertising agency Leo Burnett New York. It was broadcast in real time via Mr. Guetta’s Facebook page. Following the music video’s debut, the building was used as the backdrop for an interactive Twitter wall, becoming the canvas for tweets from around the globe. David Guetta has 47 million Facebook followers and 16 million on Twitter, making him one of the most followed people in the world.
David Guetta has personally sponsored the word #Love. Companies sponsoring a word include Barclays Bank (#Inclusion), Western Union (#Education), Gucci (#Strength), Crescent Enterprises (#Entrepreneurs), KT (#Dreams), Intel (#Empowerment) and GlaxoSmithKline (#Healthcare), as well as the Sergio Vieira de Mello Foundation (#Dialogue).
By supporting a sponsored word through the double hashtag #theworldneedsmore #yourword, US$1 will be donated to humanitarian aid or to raise awareness. In the United States, individuals also have the option to contribute US$10 by texting ‘ONEVOICE’ to 90999.
Jay Benjamin, Chief Creative Officer of the advertising agency Leo Burnett New York, which helped to create the campaign, said: “The World Needs More represents a whole new approach to cause marketing. The platform harnesses the power of social media in a way that hasn’t been done before. It turns people’s words into action, and allows brands and consumers to work together to shape a better future.”
“We are honored to support this initiative led by the UN and David Guetta,” said global philanthropist Anthony Melikhov of the unite4:good foundation, which was a presenting partner for tonight’s event. “unite4:good is based on creating awareness about important causes and the power of unity in creating positive change in the world. If we come together in simple acts like tweeting and taking action for what we stand for, we can make an important and lasting difference in the world.”
“The World Needs More ____” campaign has been extended until 31 December 2013.
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