Save the Children: Every Beat Matters

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.