NEW YORK, NY. (Top40 Charts/ Cossette Communication Group) - Cossette New York announced today it has produced the 'in my name' music video, featuring the exclusive new song by
Black Eyed Peas frontman Will.i.am for the Global Call to Action Against Poverty (GCAP).
The 'in my name' song and video, which both launch during this week's UN General Assembly, were developed in partnership with the GCAP, Oxfam, Save the Children,
Comic Relief and Nabil Elderkin, to help renew the global commitment to eradicate world poverty.
"Our agency is honored to be a part of this initiative and the overall fight against global poverty," said Jason Moyer, SVP, Director of Client Services & Innovation, Cossette New York. "The creative team designed the video to express not only the 'name' concept of the campaign, but also to star the people and voices behind the names that support this campaign."
Starting today, the music video will air on MTV channels and inmyname.com. Along with Will.i.am and African singer Angelique Kidjo, the video features celebrities, dignitaries and citizens, all committed to holding their governments accountable for the lack of progress on meeting the Millennium Development Goals.
The music video will also be available on YouTube, including a message from Will.i.am urging people to visit the campaign Web site and pledge their support. In addition, the 'in my name' song will be available free of charge on inmyname.com and iTunes. The overall campaign includes ongoing events, promotions and social media efforts supporting innovative ways for citizens to join the campaign against poverty and connecting activists around the world.
"We turned to Cossette to help us visually represent 'in my name' and the powerful message of Will.i.am's song," said Nicky Wimble, Special Projects Manager, Oxfam. "Together, we have achieved a music video that truly captures the universality of this initiative and the call to action it inspires."
This campaign action is organized under the umbrella of GCAP together with Oxfam International, Save the Children and Comic Relief, and has garnered the support of various dignitaries and celebrities, including Kristin Davis, Rahul Bose, Elle Macpherson, Emeritus Archbishop Desmond Tutu, Jeffrey Sachs, Annie Lennox, John Legend, Scarlett Johansson, Sergio Mendes, Missy Higgins, Fergie, John Butler, Mel B, Emmanuel Jal, Wyclef Jean, Khalid Abdalla and Mischa Barton.
