What is it?
The charity is supporting the launch of its extreme poverty challenge, Live Below the Line, with a viral video, featuring a reworking of the PJ and Duncan song Let's Get Ready to Rhumble.
The video opens to a choir of stomachs singing about being hungry for charity, using new lyrics to the song. The stomachs all belong to participants in the Live Below the Line challenge.
Watch the video:
What is this challenge?
This year's Live Below the Line challenge started on Monday (29 April) and runs until today (3 May), with 20,000 people in the UK, Canada, Australia and the USA spending no more than £1 a day on food.
Participants can continue to raise funds until 30 June for any one of 35 charity partners, which include Oxfam, Malaria No More UK, Unicef, Christian Aid, Save the Children and Restless Development.
How has it been promoted?
The campaign is supported by the actors Hugh Jackman, Ben Affleck, Tom Hiddleston and Bonnie Wright. Other celebrity supporters include Mel C, Gordon Ramsay, Arlene Phillips, Hugh Fearnley-Whittingstall and Jean Christophe-Novelli, who have all helped to spread the word.
The campaign is being promoted on the charity’s Facebook page and on Twitter with the hashtag #belowtheline.
Third Sector verdict:
The video is a clever adaptation of the infamous PJ and Duncan song, using a funny play on words in which to convey the charity's message. It is particularly pertinent given the song was recently back in the charts, meaning it will already be in the public's minds. Though a bit weird to watch, it is funny, which will increase its chances of being shared.
