We traveled to Malawi and Guatemala to record the heartbeats of children in need with a special stethoscope. We then used the actual heartbeats as the beat of an original song; a song that people could download to help save millions of children around the world.
EveryBeatMatters.org was the backbone of our entire campaign. Every piece of communication was directed to our site, which was designed to radiate optimism and touch the heart. Not only were users able to download the song and donate, they were able to immerse themselves in the project in many different ways. To stay true to our core idea that ‘every beat matters’, the children’s actual heartbeats were used to create all of our digital executions: from the banners, to the portraits of health workers that we created using actual heartbeats of the children they helped save, to a twitter lifeline that users could keep alive by spreading the word.
The entire interactive campaign was tailored to create an unforgettable experience that brought users closer to the children and to the health workers that keep them alive.
People began to “Feel Again” because the results we got were overwhelming:
• With over 1 million downloads and counting, "Feel Again" has become a top 10 hit song on the Billboard and digital charts.
• #EveryBeatMatters became a #1 trending topic on Twitter.
• EveryBeatMatters.org has been averaging 10,000 visits per day from over 200 countries.
• Over $12 million worth of PR and earned media.
• The heartbeat portraits were featured in numerous media outlets such as: New York Times, USA Today, Mashable, Huffington Post, Wired and CNN.
• In the first five months, 'Every Beat Matters' has already garnered over 700% more donations than the entire campaign from the previous year.