Save The Children Case study EVERY BEAT MATTERS [video] by BBDO New York, Rabbit Content

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EVERY BEAT MATTERS [video]

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Industry Charities, Foundations, Volunteers
Media Case study
Market United States
Agency BBDO New York
Director The Fines
Executive Creative Director Toygar Bazarkaya
Creative Director Paul Vinod
Copywriter David Martin Angelus
Producer Shelby Ross
Agency Rabbit Content
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best use or integration of music Bronze

Credits & Description

Advertiser: SAVE THE CHILDREN
Product/Service: SAVE THE CHILDREN
Agency: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Director: Toygar Bazarkaya (BBDO New York)
Creative Director: Paul Vinod (BBDO New York)
Art Directors: James Kuczynski/Quoc Doan (BBDO New York)
Copywriter: David Martin (BBDO New York)
Senior Producer: Jesse Brihn (BBDO New York)
Agency Producer: Dave Rocco (BBDO New York)
Interactive Producer: Katie Krueger (BBDO New York)
Account Team: Julie Winner/Sophie Deschepper/Claire Hogan (BBDO New York)
Director: The Fines ()
Executive Producers: Douglas Howell/Joby Barnhart (Rabbit Content)
Producer: Shelby Ross (Rabbit Content)
Head Of Production: Jeff Sommar (Rabbit Content)
Production Supervisor: Dani Rotstein (Rabbit Content)
Editing House/Visual Effects Company: (Butcher Editorial)
Editors: David Henegar/Chris Scheer/Christina Neferis (Butcher Editorial)
Music: (Onerepublic)
Sound Design: (South Sound)
Mixer: Tim West (South Sound)
Recording Studio/Mix House: (Pop Sound)
Describe the campaign/entry
Our campaign objective was also to broaden our target audience by reaching them organically with a heartfelt and positive campaign that could turn into the beginning of a new donating platform for the brand. To do this, we needed to distinguish our campaign from so many public service campaigns out there showing footage and images of children in dire circumstances.
How did we get people to "feel again" and to donate again? Nothing can do that more powerfully than the sound of a heartbeat of a healthy child. That's why we traveled to Malawi and Guatemala to record the heartbeats of children in need with a special stethoscope and audio-recording software. We then turned to Grammy-nominated band OneRepublic to use the heartbeats as the beat of an original song, the first of many "heartbeat songs" that people could download to help save millions of children around the world. We did not encounter any regulatory obstacles in the countries visited or in the US that prevented us from capturing and incorporating the heartbeats of children in need into our campaign.
Results
Seven million children die every year from preventable illnesses, but with so many public service campaigns out there showing footage and images of children in dire circumstances, people have become numb. How did we get people to "feel again" and to donate again? Nothing can do that more powerfully than the sound of a heartbeat of a healthy child. That's why we traveled to Malawi and Guatemala to record the heartbeats of children in need with a special stethoscope and audio-recording software. We then turned to Grammy-nominated band OneRepublic to use the heartbeats as the beat of an original song, the first of many "heartbeat songs" that people could download to help save millions of children around the world. Save the Children's sole purpose as a brand is to keep the hearts of these children beating. That's why a campaign centered around the heartbeats of children in need is so relevant to them. The campaign's objectives were also to broaden our target by including a younger audience and to involve them all organically with a heartfelt and positive campaign that could turn into the beginning of a whole new donating platform for the brand.
We used a large variety of media: TV, print, outdoor, radio, an interactive installation, traditional rich media and Spotify banners, a Facebook app, portraits of healthworkers created on our website using actual heartbeats of the children they helped save, a Twitter lifeline users could keep alive by spreading the word, and much more. We also brought OneRepublic's frontman, Ryan Tedder, to Guatemala to record the heartbeats of the children he later used for the song. The footage from this trip was used to create a heartfelt music video that has been viewed tens of thousands of times.
The campaign was covered in the nation's major media outlets, including CNN, The New York Times, The Huffington Post, USA Today, NBC, FOX, Mashable, The Tonight Show, and many more.
It reached much broader target that included the younger audience in a new space it never existed in before. Hundreds of thousands of people helped keep the beat alive and the campaign was covered in most major media outlets. The different campaign executions directed 10,000 users a day from over 200 countries to EveryBeatMatters.org, helping the campaign get one million downloads, more than 12 million dollars worth of PR and earned media, and over 700% more donations than the campaign from the previous year. 'The Heartbeat song," as it became known in the media, even became one of the 100 most downloaded songs of the year-- all within the first five months.