Primary Wave Music has joined the American Red Cross in a new giving-back initiative to provide access to its library of music catalogs, artists and related content without licensing fees. The partnership kicks off with the launch of a Red Cross PSA highlighting its disaster-relief efforts.

Created by BBDO NY, the PSA (winner of a bronze Clio Award) features a Jon Levine-produced rendition of Burt Bacharach’s classic “What the World Needs Now,” which Primary Wave contributed to the campaign. It features performances by Smokey Robinson, Leona Lewis, Tori Kelly and Sam Fischer.

Filled with imagery of 2020 natural disasters, including the California and Oregon wildfires, hurricanes Delta and Laura, the Iowa derecho and the Michigan Sag River dam break, the PSA intensifies the emotional impact of the song, which will be available for purchase, with proceeds benefitting the Red Cross.

“Musically, we aim to align ourselves with timeless icons, and the team at the American Red Cross is beyond that status; they are heroes,” said Ramon Villa, COO of Primary Wave Music. Selma Bouhl, American Red Cross VP of Marketing Strategy & Creative Services, added, “Through music, the Red Cross can tell stories we hope will inspire Americans to help their neighbors in need.”

“We all went through a lot last year and together with the American Red Cross, we're hoping to show that the only thing a disaster can’t destroy is your hope. Please spread the love,” said Robinson.

Stream or purchase the song here and check out the music video below.

What the World Needs Now from American Red Cross on Vimeo.