UNICEF Sweden and Abba The Museum
Press Play to Give
Since 1979, the rights for ABBA’s song Chiquitita has been one of UNICEF’s most secretive resources. Our mission, together with ABBA the Museum and UNICEF Sweden, was to make the initiative known by enabling the song to hit the charts once again, even though it was recorded 35 years ago. The song would no longer be working in the shadows.
In the field of NGO donations, not much has changed. People give money for vaccines, water or education, on single occasions or via monthly subscriptions. But thanks to YouTube and Spotify, you can give simply by listening. If more people knew that buying the song would mean more money to girls’ rights, more people would contribute.
Together with Laleh, a Swedish wellknown artist, we made a new version of the song and challenged the ancient mechanics of giving by setting up a website, Press Play to Give – allowing users to simply hit one button to play the song on Spotify. In turn, triggering a direct donation of ABBA’s fee towards the charity’s projects for the rights of girls and young women.
After only two days, Chiquitita became the most downloaded song on Swedish iTunes. Laleh and Björn Ulvaeus also performed the new song in front of the UN General Assembly in New York. The campaign got a gross earned reach of more than 100 million people and the site was visited by millions of ABBA fans worldwide. Now, even more girls worldwide will have their rights honored, thanks to the Swedish pop band that gave up their.