Global aid charity Save the Children has built its latest advertising campaign around a song by rock group OneRepublic that incorporates children's heartbeats, writes The New York Times.
The "Every Beat Matters" effort, aimed at raising money and awareness for projects to reduce child mortality, arose from a new type of stethoscope that lets health workers record a patient's heartbeat. Save the Children and its ad agency, BBDO, enlisted the popular band to create a song using the heartbearts.
The making of the track, "Feel Again," is featured in a Save the Children commercial. The song was released on iTunes and will appear on OneRepublic's forthcoming album, Native.