A HEARTBEAT’S JOURNEY: 60sec TV Commercial

HOW IT WORKS

IDEA

We created an original song made from heartbeats of children in need. Every purchase of that song became a donation to help save the lives the children who began it.

STRATEGY

Seven million children die every year from preventable illnesses, but with so many public service campaigns showing images of children in need, people have started to look away. The brief was to get our target audience to ‘feel again’ with a campaign that radiated hope and optimism, as well as celebrating Save the Children’s local health workers who bring life saving care to hundreds of children.

EXECUTION

We traveled to Malawi and Guatemala to record the heartbeats of children in need with a special stethoscope. We then turned to Grammy nominated band OneRepublic to use the actual heartbeats as the beat of an original song called ‘Feel Again’; a song that people could download to help save millions of children around the world.

We used a large variety of media to spread the word. To stay true to our core idea that ‘every beat matters’ we used the children’s real heartbeats to create every single execution. Every piece of communication directed users to EveryBeatMatters.org, where they were able to download the song and see how the entire project came to life. What started with a child’s heartbeat became the beginning of a whole new donating platform that gives people a way to keep the hearts of 7 million children beating.

CASE STUDY

PRINT CAMPAIGN: HEARTBEAT PORTRAITS

RADIO SPOTS


The Beat Behind the Song: 60sec

Heartbeats of Jonasi: 60sec


WEBSITE: EVERYBEATMATTERS.ORG

EveryBeatMatters.org is the digital hub of the campaign. The single page design employed large photos, documentary videos, and interactive modules to engage the user as they learn about the campaign. The simple scrolling navigation is complemented with a minimal icon way finding system. Here are some of the highlights of the digital hub.

The Children Behind the Portraits


The portraits of the health workers are constructed from actual heartbeats of children in need. When a user clicks on an EKG line, they can see a real portrait and listen to the heartbeat of the actual child it came from.

INTERACTIVE INSTALLATION

People were able to listen to the different heartbeats of children in need as they turned into the song by plugging in their earphones into the many stethoscope heads.

AWARDS

2013 Cannes Bronze Lion for Branded Content & Entertainment
2013 Clio Gold for Branded Entertainment & Content
2013 Clio Gold for PR
2013 Clio Bronze for Best Music
2013 Clio Bronze for Sound Design
2013 One Show Merit: Best Public Service Integrated Campaign
2013 One Show Merit: Radio
2013 NY Festivals: 10 Shortlists
2013 Webby Honoree
2013 O’Toole: Best Integrated Campaign of 2012
2013 Addys Gold: Integrated Digital Campaign
2013 Addys Gold: Interactive Installation
2013 Addys Silver: Radio
2013 Luerzer’s Archive: Best of Print 2012

PUBLICATIONS

New York Times, CNN, USA Today, NBC, FOX, ABC,
Mashable, Fast Company, Huffington Post