Primary Wave Music has joined American Red Cross in a new “giving back” initiative to provide the humanitarian agency access to its library of music catalogs, artists and other content without licensing fees.

The partnership kicks off with the launch of the Red Cross PSA and an accompanying social music video highlighting their disaster relief efforts.

Created by BBDO NY, the PSA features a Jon Levine-produced rendition of Burt Bacharach’s “What The World Needs Now,” which Primary Wave contributed for the campaign, and the social video features vocals from Smokey Robinson, Leona Lewis, Tori Kelly and Sam Fischer.

Filled with emotional imagery of natural disasters that took place throughout 2020, including the California and Oregon wildfires, Hurricane Delta, Iowa derecho, the Michigan Sag River dam break and Hurricane Laura, the song will be available for purchase with proceeds going toward American Red Cross. Additionally, the collaboration was a bronze winner at the Clio Awards.

“Musically, we aim to align ourselves with timeless icons and the team at American Red Cross is beyond that status. They are heroes,” said Ramon Villa, COO of Primary Wave Music. Selma Bouhl, American Red Cross VP of Marketing Strategy & Creative Services, adds, “Through music, the Red Cross can tell stories about this year that we hope will inspire Americans to help their neighbors in need.”

“We have all gone through a lot this year and together with American Red Cross, we were hoping to show that the only thing a disaster can’t destroy is your hope. Please spread the love,” shared Robinson.

Stream or purchase the song here and check out the music video below.

What the World Needs Now from American Red Cross on Vimeo.