Cartoon Network, home of the popular action/adventure block, Toonami, is turning its attention to the victims of Dec. 26 Tsunami that visited so much death and destruction on parts of Asia. The cable outlet is committing its significant worldwide media resources to create an integrated PSA campaign to inspire young people to support global efforts to provide relief to the millions of affected people–more than one-third of whom are children.
Favorite Cartoon Network animated characters will be featured in a musical salute set to the classic rock anthem “Give a Little Bit” by Roger Hodgson, formerly of Supertramp. Five for Fighting’s John Ondrasik and UNICEF ambassadors Clay Aiken and India Arie will each sing an all-new recording of the popular tune. The various renditions will be produced and arranged by John Fields, who produces such artists as Mandy Moore, Semisonic, Andrew W.K. and Dovetail Joint.
The campaign will begin airing domestically on Wednesday, Jan. 12, and internationally shortly thereafter. Viewers will be directed to log onto www.kidshelpout.org, which will highlight the positive impact of the tsunami relief efforts. The site will also direct them to UNICEF to find further information, make contributions and to learn how even kids can make a difference regardless of their ability to donate.
The PSAs, created by the Cartoon Network on-air department under the leadership of Pete Johnson, will be distributed to each of Cartoon Network’s and Boomerang’s domestic and international channels. The on-air and online campaign is scheduled to run for at least four to six weeks, and will be amended as the relief efforts progress.
Founded in 1946, UNICEF helps save, protect and improve the lives of children around the world through immunization, education, health care, nutrition, clean water, and sanitation. To make a donation or learn more about UNICEF please call 1-800-4UNICEF or go to www.unicefusa.org.