Today, the American Red Cross Association launches a new campaign reminding us all that even in our darkest hour, there is always hope. The new brand film, entitled 'Piano', embodies the resiliency we’ve all displayed this past year, depicting how “The only thing a disaster can’t destroy is hope." The woman continuing to play piano amidst the ruins of her home is symbolic of how people have persevered through the many challenges of this past year.

The film, created by BBDO NY, features a custom-recorded rendition of Burt Bacharach’s 'What the World Needs Now', filling the moment with a beautiful message of love and healing.

The custom track was made possible due to the American Red Cross and music publishing company Primary Wave Music’s new 'giving back' partnership, launching with this project and providing the Red Cross access to the company’s extensive library of music catalogs, artists and other content without licensing fees. Moving forward, the Red Cross and BBDO will be able to create compelling campaigns with some of the best music, for free. Primary Wave houses the music of legends such as Whitney Houston, Bob Marley, Smokey Robinson, and Ray Charles among many other top artists.

The new PSA launches today, kicking off what is traditionally the biggest fundraising month for the American Red Cross. The organisation hopes to appeal to viewers who are able to donate this year to help make a difference for those in need.

Disasters happen year-round, even amidst a pandemic. Donations ensure that the Red Cross will always be there to provide help and hope to people affected by disasters both big and small.