Pandora is joining forces with UNICEF to raise over $1M in aid of the new One Love initiative. ©Pandora
Pandora and brand muse Halima Aden unite in support of UNICEF, as the Marley family reimagines the iconic anthem ‘One Love’ for global fundraising appeal.
Model and activist Halima Aden has come together with Pandora in support of UNICEF’s One Love initiative, to reimagine a world fit for all children. To prevent the COVID-19 pandemic from becoming a lasting crisis for the world’s most vulnerable children, Pandora will match every dollar donated through One Love up to the value of US$1 million.
Members of the Marley family are re-recording the late Bob Marley’s iconic anthem One Love in support of UNICEF. Tuff Gong International and Amplified Music will release
a new version of the seminal song on 17 July with all proceeds from the song and related activities directly supporting UNICEF’s Reimagine campaign. Originally recorded in 1977 by Bob Marley and the Wailers, One Love/People Get Ready is an iconic song for millions across the globe with its everlasting message to come together as one. The reimagined version of the song will be a true global anthem for 2020. It features members of the Marley family, established musicians from all corners of the globe, and artists from conflict zones around the world. “Over forty years ago, my father wrote One Love about unity, peace and universal love during a time when there was much trouble in the world. Even in a time when we aren’t able to get together, his message remains true today, we can get through this global crisis if we come together through one love and one heart” said Cedella Marley.
As an advocate for global change, model and activist Halima Aden is raising her voice for the One Love initiative. She’s encouraging the public to support and engage with donating functions across social media. With the first US$1M donated by supporters across the world doubled by Pandora, the proceeds will help UNICEF provide the necessary equipment and essential support to vulnerable children and young people.
“As a Pandora Muse, I am so excited that Pandora supports the efforts of an organization that is so personal to me, UNICEF. As a UNICEF Ambassador, who was once on the receiving end of the services they provide to children around the world whilst growing up in a refugee camp, I know how detrimental the impact of COVID-19 will be if it hits refugee camps,” says Halima Aden.
“The loss will be unbearable. In camps, there is no such thing as social distancing. UNICEF needs our help today more than ever and I’m so grateful to my Pandora family, as well as the Marley family, for coming together for this important initiative.”
Stephen Fairchild, Chief Product Officer Pandora, comments, “Across the world, we need to stand together in these difficult times, not forgetting those who need it most. By coming together with Halima Aden and the Marley family in support of UNICEF, we can contribute together towards ensuring that the post-pandemic world is fairer and more equal for every child.”
Throughout July, Pandora and UNICEF will drive awareness by engaging with Pandora fans and influencers, raising funds in support of the One Love initiative.
This includes a “swipe-up” donation matching function, an AR Instagram filter where each interaction results in a UNICEF donation, and matching all funds raised through activations on TikTok supporting the song launch.
Pandora’s partnership with UNICEF is a global call to action in response to a UNICEF estimate that, without urgent action, COVID-19 could cause an additional 6,000 children to die from preventable causes every day over the next six months. The collaboration on One Love is an extension of Pandora’s ongoing partnership with UNICEF that aims to support young voices around the world.
Visit unicef.org/ONE-LOVE for further information and to donate.
UNICEF works in some of the world’s toughest places, to reach the world’s most disadvantaged children. Across more than 190 countries and territories, we work for every child, everywhere, to build a better world for everyone.