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Creative

UNICEF's Global Fundraiser Shares One Love in Covid-19 Fight

The Marley Family relaunched classic 'One Love' for the fundraising campaign with VaynerMedia London

UNICEF's Global Fundraiser Shares One Love in Covid-19 Fight

The Marley family has relaunched Bob Marley’s iconic global hit song ‘One Love’ in support of UNICEF’s global fundraising campaign to combat coronavirus. Last released in 1977 by Bob Marley & The Wailers on their album ‘Exodus, Tuff Gong International and Amplified Music released a new version of the globally famous song on 17th July.

Focused on uniting the world in a global pledge for solidarity, all proceeds from the song and related activities will directly support Reimagine, UNICEF’s global campaign to prevent the Covid-19 pandemic from becoming a lasting crisis for children.

VaynerMedia London created the campaign’s visual approach, including a TikTok challenge concept, to a host of assets designed to shape a holistic fundraising campaign and engage users across the globe.

Off the back of the hugely successful ‘All In Challenge’, and his 12 hour TikTok-athon which raised over $1m and was fundmatched by TikTok, Gary Vaynerchuk, CEO of VaynerMedia, will lead a fundraising live stream on TikTok announcing the campaign and the #OneLoveChallenge later today at 8pm EST.

The challenge asks users to share a video of their ‘One Love’ to the tune of Bob Marley’s classic record and then nominate five friends to do the same and give $5 each to UNICEF. The money raised from One Love will help UNICEF respond to immediate needs by providing soap, masks, gloves, hygiene kits, protective equipment and life-saving information for children and families; back near term recovery efforts, including by supporting education, protection and healthcare systems; and further UNICEF work to reimagine a fairer, more just world for children.

In addition, UNICEF has also partnered with jewellery brand, Pandora, which will match #OneLoveChallenge campaign donations up to $1m.

Gary Vaynerchuk, CEO of VaynerMedia, said: “We’re really excited to be a part of this campaign, and with the pandemic causing dramatic shifts in audience behaviours and how they view the world, uniting everybody around the theme of global solidarity is particularly apt right now. UNICEF does incredible work, and innovation is really at the heart of it, so partnering with TikTok is the perfect opportunity to tap into those shifts and find new and engaging ways to help save children’s lives. We want to use the reach we have as a group to support the fight against coronavirus in any way we can.”


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Agency

Agency: VaynerMedia London

Senior Account Manager: Miles Byrd

Client

Client name: Angus Ingham

Creative

Copywriter: Archie Challen

Art director: Rob DeSouza

Strategist: Brandon O’Neil

Designer: India Pearce

Project Manager: Hannah Colling

Account Director: Natalia Kasnakidis

Senior Account Manager: Miles Byrd

Associate Creative Directors: Dan Fryer & Gate Lambert

Category: Charity , Corporate, Social and PSAs