R&B star Ashanti is helping kick off Michelle Obama’s Partnership for a Healthier America’s (PHA) latest campaign by debuting a ‘dehydrated’ version of her new song and music video, ‘Let’s Go,’ in order to spread awareness about the importance of drinking water.
To promote PHA’s Drink Up effort, those who visit DrinkUpAshanti.com will see a version of her video with low-quality vocals and certain instrumentals missing. To ‘hydrate’ the song, fans can post the hashtag ‘#DrinkUpAshanti’ on Instagram or Twitter.
As more fans engage on social media, the video will transform from a black and white film with poor sound to a vibrant video along with improved vocals.
Michelle Obama said: “From talking fountains to surfing competitions and now through partnerships with artists like Ashanti, Drink Up is proving that if we promote healthier options in fun and exciting ways, and make those options affordable and accessible for families, we can continue to make the healthy choice the easy choice.”
The campaign is being promoted with paid posts and pre-roll videos online as well as sponsored posts on Instagram. It was created in partnership with Y&R and VML New York.