International superstar Beyonce is fronting a United Nations global campaign from Droga5, which promotes World Humanitarian Day.
The campaign aims to encourage global citizens to engage in and support humanitarian efforts, heralding the upcoming event on 19 August.
Beyonce will be the face of the new campaign, with her song 'I Was Here' forming the main collateral and basis of the global initative. The music video will be filmed in the UN General Assembly Hall in New York in front of a live audience and released on 19 August.
The campaign's website, which launched today, asks consumers to show their support for World Humanitarian Day via social media and engage in community-based activities, in the hopes of showcasing individual acts of good. It aims reach one billion people on 19 August with its message.
A Droga5 spokesperson said the United Nations is a Droga5 Sydney client, however production for the campaign will be handled out of the agency's New York office.
Droga5 Sydney executive creative director Duncan Marshall said: "To be asked by The United Nations to work with them on this and other initiatives is an extraordinary privilege. And to use the skills we learn in this industry to hopefully make real change to people’s lives is an opportunity everyone here at Droga is thrilled to have".
Droga5's founder and creative chairman David Droga said: “There are few forces for good as extensive and important as the United Nations."
“Being able to work with them and other global aid organizations for World Humanitarian Day is a humbling and extraordinary opportunity,” Droga said.