Radiohead is backing a new viral project from children’s charity, UNICEF UK that asks members of the public for five minutes of their time to protect a child’s right to a childhood.
The band have donated ‘In Rainbows’ track ‘Videotape’, which was used last year for UK homeless charity Shelter. The UNICEF campaign ‘Put It Right’ just launched on YouTube. The initiative is part of UNICEF UK’s ‘Put it Right’ campaign and will target bloggers with the objective of driving an anticipated 50,000 viewers to the YouTube channel.
‘Put it Right’ is a major, five year initiative which aims to inspire unprecedented action to protect the rights of children everywhere – to clean water, health care, protection from exploitation and the chance to go to school. The campaign hopes to raise an initial £55 million, demand action by the government and put children’s rights at the heart of the UK’s approach to children.
“We want people to think about their own childhood and then see what everyday life is like for so many children all round the world,” said Director of Communications at UNICEF UK, Victoria Rae. “This film is window into a different day-to-day world – it’s a childhood where there is no school summer holidays because children don’t go to school. These are children who are missing out their basic rights – to learn, to clean water, to be healthy, to be looked after and just to be a child.”
She added, “The film shows their extraordinary resilience in tough times but the question is simple – Is this right?”
The film soundtrack features the Radiohead track ‘Videotape’. Rae added that she hoped the use of the track would make a big difference to children