TBWA\Singapore has launched an online fundraising campaign in collaboration with The Dirt Radicals and various artists from around the world.

“We chose digital as the key communication platform because of its power to create a social connection with a global audience, as well as its potential for exponential impact,” said Oz Dean, digital creative director, Tequila Singapore. “We wanted people to get involved with the cause beyond just donations, and giving people an opportunity to own a frame of the music video was the perfect way to keep the messages of encouragement and support coming in, just as the people of Japan are beginning the daunting task of reconstruction.”

On the website, visitors can find a music video produced by The Dirt Radicals and artists from around the world and chose a frame. They can own it by uploading a picture and a message for Japan, which will be displayed alongside the video. The website also offers the possibility to donate to Mercy corps, a global aid agency, and to download the song. The goal of this music video is to raise money and awareness, now but also understanding the long term needs of the Japanese population.