So far, they've turned down multimillion-dollar contracts from the likes of Gatorade, Diet Coke and the Gap for the commercial use of their songs.

 

But Coldplay, the best-selling British band, is now giving a helping hand to the United Way of London and Middlesex. Coldplay gave the fundraising agency permission to use the song Fix You in a promotional video for the United Way's campaign to raise $6.85 million for 40 local organizations that help the vulnerable.

 

"It's not often that a major group will allow you to use an entire song," said Helen Connell, executive director of the United Way. "Usually a short clip is all you get, if anything at all."

 

The video is a three-minute slide show of black and white photos of vulnerable people that morphs into colour photos in its second half, signifying the hope generated by helping hands.

 

Made here by Brick House Productions, the producers thought Fix You, a lyrical and melodic tune from the Coldplay's latest album, X & Y, would be the perfect sonic match for photos, Connell said. "It tells the story in sound."

 

To get permission, all the United Way had to do was ask, Connell said. "They have a reputation for supporting social causes."

 

Winners of two Grammys and major British awards, Coldplay has supported Oxfam, Amnesty International, Live 8, the Teenage Cancer Trust and victims of hurricane Katrina, among others. In its early years, the band was known for giving 10 per cent of its earnings to charity. "You can make people aware of issues. It isn't very much effort for us at all, but if it can help people, then we want to do it," bassist Guy Berryman once said. Lead singer Chris Martin, who is married to actor Gwyneth Paltrow, said the band has avoided turning its songs into commercials because "we wouldn't be able to live with ourselves if we sold the songs' meanings like that."

 

But the band saw the United Way video and loved it, said Ralph Singh of EMI Music Canada, which records and distributes Coldplay's music. "They fully support the use of their song in the video," Singh said.

 

Not only that, said Connell, they've given permission for other area United Ways to use the video to promote their campaigns. "We're making it available to other United Ways if they want it," she said.

 

The video is used to promote the campaign during workplace campaigns and to other groups. The video can be seen at: http://www.magiclilly.com/campaign/UWAY2006_small.wmv

CAMPAIGN UPDATE

 

The United Way of London and Middlesex raises money for 40 community organizations that run 80 programs for vulnerable people. Six weeks into a campaign that ends in December, the United Way has raised about 25 per cent of its goal. "We're where we expected to be at this time," said executive director Helen Connell. "Some of our biggest workplace campaigns haven't gotten into gear yet."

 

To donate:

 

- Call 519- 438-1721

- Visit the United Way at 409 King St. (at Colborne Street)

- Give online at http://www.uwlondon.on.ca

 

Source: http://lfpress.ca/newsstand/News/Local/2006/10/25/2123939-sun.html

Thanks a lot for posting, Ian, that's very interesting, gonna watch the video now :)