| Title | CHILD 4 CHILD |
| Brand | CHILDHOOD CANCER INTERNATIONAL (CCI) |
| Product/Service | CHILDHOOD CANCER INTERNATIONAL IS AN UMBRELLA ORGANIZATION CURRENTLY REPRESENTIN |
| Category |
A13. User Generated Content |
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Entrant
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GARBERGS Stockholm, SWEDEN
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Idea Creation
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GARBERGS Stockholm, SWEDEN
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Media Placement
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GARBERGS Stockholm, SWEDEN
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PR
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GARBERGS Stockholm, SWEDEN
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Production
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GARBERGS Stockholm, SWEDEN
|
Credits
| Petter Ödeen |
Garbergs |
Creative Director |
| Sebastian Smedberg |
Garbergs |
Ad |
| Sedir Ajeenah |
Garbergs |
Copy |
| William Löthman |
Garbergs |
Interactive Ad |
| Mattias Alfborger |
Garbergs |
Interactive Ad |
| Malin Boustedt |
Garbergs |
Account Manager |
| Ida Tenggren |
Garbergs |
Account Manager |
| Åsa Scherman |
Garbergs |
Account Manager |
| Nasim KAbiri |
Garbergs |
Account Manager |
| Anna Frick |
Garbergs |
Account Director |
| Annika Witkowska |
Garbergs |
Agency Producer |
| Robin Lidbom |
Garbergs |
Edit/Post Trailers |
| Anna Bergkvist |
Garbergs |
Edit/Post Trailers |
| Jenny Trobeck |
Jenny Trobeck |
Researcher |
| Christophe Beck |
Christophe Beck |
Songwriter |
| Sophie Beck |
Christophe Beck´s daughter 11 years old |
Songwriter |
| David Goldsmith |
David Goldsmith |
Songwriter |
| Johan Söderberg |
Johan Söderberg |
Music Video Director and Editor |
| Johan Holm |
Johan Holm |
Music Video Animation |
| Helena De Bruun |
Chimney Pot |
Music Video Post Production |
| Most Formal |
Most Formal |
Digital Production |
| Cosmos Music |
Cosmos Music |
Music Distrubution |
| Musical.ly |
Collaborate Music Platform |
Collaborate Music Platform |
| Erik Brattlöf, Mikael Fritiof |
Red Pipe |
Sound Remix |
| Björn Engelman |
Cutting Room |
Music Mastering |
| Jonas Eriksson |
Cosmos Music |
Legal Advisors |
| Lena Seratelius |
Reklamjuridik |
Legal advisor |
The Campaign
Together with the composer for Disney’s Frozen Christophe Beck, and his 12 year old daughter Sophie, we created the song "We Are One” - an anthem for childhood cancer awareness. We teamed up with some of the most talented singing kids on Youtube, many of them famous for their appearances on talent shows such as America’s Got Talent, The Voice Kids Australia and Britain’s Got Talent, and asked them to invite all kids of the world to the website Child4Child.com. On the website kids could record the chorus to the not yet released song and become a part of the official version. And one month later, on The International Childhood Cancer Day, we released the full version of We Are One on all major streaming platforms, such as Spotify, iTunes, Deezer.
Creative Execution
We launched the campaign with the help of some of the most famous young voices on YouTube such as Alexa Curtis (winner of The Voice Kids Australia 2014, Livvy Stubenrauch (the voice of Anna in Disney’s Frozen), Robbie Firmin (Britain’s Got Talent) and Aaralyn O’Neil (America’s Got Talent). The ambassadors invited all children in Youtube trailers to join in at Child4Child.com, where they could record the chorus for ”We Are One”.
Visitors were met with a short introduction of the project. By turning the globe you could watch contributions or press the “Record the chorus”-button. We also released the chorus on the singing app Musical.ly.
The song was launched one month later on all major streaming platforms. We also released an official music video consisting of the children’s creative contributions of the song. The video was edited by Johan Söderberg, known for his work for David Bowie and Beyonce.
The results were stunning. Over 900 000 kids from all over the world joined the campaign and recorded, mimed and created music videos to the song. After only three days #child4child became a trending topic on the kids singing app Musical.ly. The campaign was covered in national news shows and articles in over 94 countries. Child4Child has generated 29 million likes in social media and the song has resulted in 369 million loops on video apps like Musically and Instagram.
The song was officially inaugurated by Queen Silvia of Sweden and Her Highness Shaikha Jawaher Bint Mohammed Al Qasimi (wife of the Ruler of Sharjah, UAE) during an event in Stockholm. ”We Are One” has since the official release been available for free on numerous streaming platforms, such as iTunes, Spotify, Deezer and Apple Music.
Some of the most famous singing kids on YouTube formed a supergroup to raise awareness about childhood cancer. And the best part? The children of the world were invited to join in. Over 900 000 children sang, mimed and recorded the chorus of ”We Are One”. The official version with their voices included was released on the International Childhood Cancer Day. The song was written by Christophe Beck, the composer for Disney’s hit Frozen, together with his 12 year old daughter Sophie. The crowdsourced childhood cancer anthem is now available on Spotify, iTunes, Apple Music, Tidal and Deezer.
We all remember charity supergroups as Band Aid and USA for Africa. Our strategy was to follow this phenomenon, but in a modern and digital version where everyone is invited. This was a campaign by children for other children, thus the name Child 4 Child.