Beds burn for climate change support
Published: Oct 05, 2009
Global - Havas Worldwide has released the second phase of its global "tck tck tck: Time for Climate Justice" campaign, launched earlier this year with Kofi Annan and Bob Geldof in the lead up to the United Nations Climate Change Conference in December.
Phase two of the campaign from Havas agency Euro RSCG, has seen the release of the song "Beds Are Burning" originally penned by Australian group Midnight Oil which re-recorded by The:Hours, a record label acquired by Euro RSCG last year.
See the video here.
The release follows a significant landmark for the campaign last Friday, when the UK government endorsed the campaign and played its part in the "chain letter" started by Annan, which he sent to 100 world leaders.
On Sept. 21, UK climate and energy secretary Ed Miliband, along with several other members of Prime Minister Gordon Brown's cabinet, responded to Annan's letter by writing to 100 of the UK's business and media leaders, agreeing with the aims of the climate change campaign and asking each of the recipients to write to 100 key people with the same message.
"This endorsement was particularly important," said David Jones, worldwide CEO of Havas Worldwide, parent of Euro RSCG, "because getting the attention of the governments that will be at Copenhagen was a key objective of the campaign."
Even more pressure on the governments attending Copenhagen will be brought to bear with the release of the song. Every free download of the song will automatically add the listener's name to the petition that Annan will present to summit attendees.
Once the original artists, Midnight Oil, had reworked the lyrics, the core of the track was recorded in New York, including the base vocals by Marion Cotillard, Milla Jovovich and Serena Ryder, among others.
To promote the track, Euro RSCG reached agreements with a broad range of partners including Virgin Radio, Yahoo Music, iTunes, Google, Microsoft Zune, YouTube, Myspace and MTV. iTunes, for example, suspended its rule on only keeping content free for a limited number of days in order to get in step with the campaign.
With additional reporting from AdWeek.
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