The launch date was set in stone. 12 June; World Day Against Child Labour; opening day of the football World Cup. With just months to go, we were looking for a big idea that would enable us to harness the power of communications to reach traditional and new audiences with a strong message about the 168 million children in child labour.
We had not planned on using that most ancient way of expression – music – but through our artists’ engagement programme, Artworks, we learnt that a US musician, Mike Einziger, was interested in the ILO’s work and wanted to contribute. He is the Grammy-nominated lead guitarist for the rock band, Incubus, who wrote the guitar riff for one of the biggest pop songs of 2013, Wake Me Up. We set up a meeting and he told us he wanted to write us a song about child labour. Download the song | Learn about the campaign