The international medical-humanitarian organization, Doctors Without Borders (MSF), launched the advertising campaign ‘Love Without Limits, Care Without Borders’ with the song ‘Cuide Bem do Seu Amor,’ by Paralamas do Sucesso. The film’s soundtrack is part of an unprecedented partnership between the organization and one of the biggest Brazilian rock bands, formed by Herbert Vianna, Bi Ribeiro and João Barone.
This is the first time that a national hit is part of an MSF campaign, which has already broadcast other films that are well recognized by the public, such as the songs Everybody Hurts (Hold on), by the North American band REM, and Fix You, by the British band Coldplay. . The campaign was shown for the first time during the Paralamas show.
For Barone, the band’s drummer, it is very exciting to have one of Paralamas’ songs in the organization’s campaign.
“Doctors Without Borders is a recognized institution, and hearing Brazilian music, our music, in the film is chilling. Knowing that Take Good Care of Your Love will serve such a cool, noble cause makes us feel very privileged. I believe that the song will have a new meaning as a result of this partnership. I am sure that the action will inspire many people to donate, to participate and to have that humanitarian spirit that is so important, right!?” explains Barone.
And the song’s chorus, which talks about caring for anyone, seems to have been made especially for MSF.
“I would say that the basic principle of love is very broad and has no rules, barriers or limits. It’s a type of attitude you have towards others”, says Herbert Vianna, singer and composer of the lyrics for Cuide Bem do Seu Amor.
Present in the film, Marlene Monteiro, an MSF donor since 2015, is in tune with the meaning that the music brought to the campaign. In her statement, she says that being an MSF donor is like donating in some way her love for people.
“Knowing that I am helping to treat children’s health, to treat an injury, an illness of someone I don’t even know. It’s like spreading my feelings around the world”, says Marlene.
For the organization, this campaign is also very special.
“The MSF team is very excited to launch the partnership with Os Paralamas. We are fans of the band and see a very strong connection between the music and the work of the organization. We thank the band for releasing the rights to use the song. Without a doubt, Take Care of Your Love brought an emotion to the film that will engage the public even more”, highlights Leanne Neale, director of Fundraising at MSF.
In addition to seeing the premiere of the film, those who went to the show at Espaço Unimed in São Paulo had the opportunity to participate in other special MSF actions. The campaign will be shown at shows throughout the band’s tour and on closed TV channels, radio, Spotify, out-of-home media (OOH) in São Paulo and Rio de Janeiro and digital platforms.
Special thanks to EMI/Universal Music and Sony Publishing, who provided the rights to use the music for the MSF campaign.
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