Services
Consultancy
Communications
Collaborations
Celebrity
Creativity
Sustainable Development Goals Impacted
Harnessing the Power of Entertainment to Raise $5mn for COVID-19 relief efforts
In the Summer of 2021, at the height of the second wave of the COVID-19 pandemic in India, the official count of cases had surpassed 20 million, with the death toll in excess of 220,000 people.
The Opportunity
Responding to this crisis, The World We Want launched “We For India: Saving Lives, Protecting Livelihoods,” a video-thon featuring global icons to support India’s COVID-19 relief and to raise vital funds for Give India, India’s most trusted donation platform. The initiative focused on immediate aid like medical supplies and oxygen, and long-term legacy impact, such as financial support for bereaved families.
The Impact
“We For India” harnessed entertainment to drive philanthropy, raising over $5,000,000 for critical and long-term COVID-19 projects through Give India. The campaign united over 80 international and Indian personalities, including Ed Sheeran, Annie Lennox, Steven Spielberg, Nile Rodgers, Mick Jagger, Jay Shetty, Nancy Ajram, Hrithik Roshan, and more, to entertain and inspire action.
The event not only provided immediate relief but also secured lasting investments for vulnerable communities. Extensive media coverage from outlets like BBC, CNN, and The Times of India helped mobilise awareness into fundraising, demonstrating entertainment’s role in fostering global unity and philanthropy during crises.
