TBWA launches online fundraising initiative ‘Jam with Japan’

Tapping into the emotional power of music to get people involved, campaign website Jamwithjapan.com, encourages visitors to write a message of hope and attach it to the music video itself.

Written and arranged by Australian-Japanese punk band The Dirt Radicals, the site features the collaborative work of 15 musicians from Singapore, Thailand, Australia, Taiwan, Canada, UK, Israel and Japan, who all jammed on the song, ‘Choose.’

The goal of the music video is to raise money and awareness for both the immediate and long-term needs of Japanese families displaced by the tragic earthquake and tsunami only two months ago.

“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.”

The track can be downloaded for free on the site, with an option to donate to MercyCorps, a non-profit organisation working with Peace Winds on the ground in Japan.

The final track was mixed by Australian super-producer, Ben Rosen of The Gunnery (Singapore).