UNICEF presented their new #IMAGINE initiative to the UN General Assembly this past Monday on the 25th anniversary of the Convention on the Rights of Children. The campaign aims to call attention to the plight of children around the world who lack basic human rights.
The centerpiece of the campaign is a video created by Emmy award-winning director/producer, Michael Jurkovac, who was behind Yes We Can in support of Barack Obama’s 2008 Presidential campaign. The video features over 100 celebrities and public figures — including David Guetta, Katy Perry, Idris Elba, Courteney Cox, Idris Elba, Nicole Scherzinger, Taye Diggs, Seth Green and will.i.am — singing along to John Lennon’s “Imagine.”
A social element of the #Imagine campaign includes an initiative which urges people to record their own version of “Imagine” — with John Lennon — using the TouchCast iPad app. UNICEF is encouraging people to do so on Twitter:
Sing #IMAGINE with @JohnLennon – and starts including @katyperry @iamwill @priyankachopra @davidguetta http://t.co/nDSIZg4ImR — UNICEF (@UNICEF) November 21, 2014
After downloading TouchCast from iTunes, people can see where others from around the world have recorded their versions of “Imagine,” and they will be invited to record their own.
Using voice activation, the app captures users singing and automatically inserts them into the campaign’s launch video alongside John Lennon and other participating celebrities. There’s even auto-tune for those who don’t quite have the tonal skills to sing on their own.
People are then encouraged to share their video version of “Imagine” to their social media followers using the hashtags #IMAGINE and #EveryVoiceCounts.
Not the best singers but Kaelonie and I sang "Imagine" @TouchCast 4 children's rights! #everyvoicecounts @UNICEF pic.twitter.com/QCwnqRduAt — T. Ulmer (@UlmerBHMSD) November 21, 2014
Each individually-created video that is shared will become part of a new version of Imagine produced by David Guetta, to be released on iTunes on New Year’s Eve 2014.
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