OneRepublic's new music video for "Feel Again" arrived Tuesday -- escorted onto YouTube and Vevo with a social good initiative benefiting Save the Children and Ad Council's "Every Beat Matters" campaign.
Dubbed The Heartbeats Project, the online initiative from ad agency BBDO began when production company Rabbit Content recorded heartbeats of healthy children in Malawi and Guatemala. OneRepublic used the heartbeats as inspiration for "Feel Again" (listen above).
Every paid download of "Feel Again" [iTunes link] throws money into the movement's coffers, eventually helping to prevent the death of infants and kids across the globe.
The campaign is spreading on social media. At EveryBeatMatters.org people are clicking on the "Tweet This Heartbeat" button to tweet this message:
-^v--^v--^v- @onerepublic created the beat to #FeelAgain using heartbeats of kids in need bit.ly/Nfm5DD #EveryBeatMatters @everybeat— Brian A. Hernandez (@BAHjournalist) August 28, 2012
The site also lets you listen to the kids' heartbeats and has a Heartbeat Portrait Maker, which takes one of your Facebook photos and transforms it into a portrait created from mini heartbeat waves.
"Every year, about 7 million children die of largely preventable and treatable causes, such as malaria, diarrhea and pneumonia," says OneRepublic's record label, Interscope. "'Feel Again' was inspired by the heartbeats of children in remote villages where children are in need of life-saving care."