The family of reggae legend Bob Marley has relaunched the global hit “One Love” in support of Unicef’s global fundraising campaign to combat coronavirus, focused on uniting the world in a global pledge for solidarity.
Last released in 1977 on the album “Exodus”, Tuff Gong International and Amplified Music have issued a new version of the song, recorded by the Marley family, in response to a call by Unicef to help reimagine a fairer, more just world for children whose lives have been upended by the pandemic, and to honor the late Bob Marley.
The song and music video also come during the year-long celebration of Bob Marley’s 75th birthday, and feature artists and musicians from Brazil, Democratic Republic of the Congo, India, Jamaica, Mali, New Zealand, Nigeria, Sudan, Syria, the UK and the US, including Stephen Marley; Cedella Marley; Skip Marley; Ghetto Youths Foundation; Kim Nain; Manifesto JA; Teeks; Natty; Dawtas of Aya; Babsy; and Damascus Voice.
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 ‘All In Challenge’, and his 12-hour TikTok-athon which raised over $1m and was fundmatched by TikTok, VaynerMedia chief executive Gary Vaynerchuk will lead a fundraising live stream on TikTok.
The challenge asks users to share a video of their “One Love” to Marley’s tune and then nominate five friends to do the same and give $5 each to Unicef.
The money raised 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.
In addition, Unicef has also partnered with jewellery brand Pandora, which will match #OneLoveChallenge campaign donations up to $1m.
Vaynerchuk said: “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.”