Children's charity Feed the Children joined forces with pop band The Hoosiers to create a video and competition to raise awareness of the problems caused by parasitic fleas in Uganda.
Visitors to the charity's website can watch and download the video, which is soundtracked by the band's song Cops and Robbers, and enter a competition to win Hoosiers merchandise.
The clip features photographs of the damage done by the parasitic chigoe flea, also known as the sand flea or jigger, which can cause skin problems in tropical climates by burrowing into exposed skin. These alternate with images of brightly coloured shoes tapping to the music.
Sue Hinton, spokeswoman for the charity, says securing the support of The Hoosiers was a lucky break. "We'd thought of their Cops and Robbers song because it reminded us of the jigger 'robbing' blood," she says. "Our chief executive commented that he went to the same church as the singer's parents, so he spoke to them and they gave us permission to use the song." The band also provided the competition prizes.
The campaign was covered in a number of local newspapers in Reading, where the charity is based, and on local radio. Hinton says writing to organisations helped to get publicity for the campaign. "Hard copy has more impact than emailing - it's not so easy to delete," she says.