Renegade Media has unveiled “Please Retweet Me” - a social media anthem - to raise awareness of the killer disease, meningitis, for the Meningitis Trust.
We took the original 43-year old “Release Me” classic by Engelbert Humperdinck and re-wrote the lyrics, then got a local 30-strong choir to perform it.
Sung by the Drybrook & District Male Voice Choir — average age 60 — “Please ReTweet Me” is already taking YouTube by storm with more than 13,000 views four days after its launch.
The Hump's original lyrics have been replaced with major social network and iconic digital brands including Facebook, MySpace, Google and Twitter. There's even reference to Apple and Android.
The song’s ending, “Facebook me, Facebook me…”, directs viewers via PleaseReTweetMe.com to the Meningitis Trust Facebook page, where they can find out more about signs and symptoms, along with background to the campaign and a downloadable singalong song sheet.
Every year 2,500 cases of bacterial meningitis are reported in the UK – 10% of people will die and 15% will have severe after-effects including brain damage, loss of hearing and sight and, where septicaemia has occurred, loss of limbs and scarring.
Engelbert Humperdinck has supported the project, saying: "I think it's a great thing if it's going to help the charity's work and it would be nice to have it back in the charts.” He added: “And why not change the words? I didn't write it myself but I knew the late Eddie Miller, who did write it, and I'm sure he wouldn't mind."
Sue Davie, CEO of the Meningitis Trust, says: “We want to reach out to a young audience and make them aware of the signs and symptoms, and what they should do if they are concerned. “Please ReTweet Me” appeals to an at risk group; if it helps save one life it will have worked.”
I've been asked several times why, what's the connection? Well there wasn't a rationale when we decided to write a social media anthem, just because we could. OK, now we can post rationalize about how the song is a classic, the new lyrics are memorable and should provoke conversations about a serious subject. Kids tend to listen to their grandparents more than their parents, hence the gentlemen of a certain age singing it.
Ultimately, the contrast between social media brands and icons, perceived as a young person's pastime, and the older generation crooning about them sparks conversations. That's why a gorilla banging a drum can get away with selling chocolate and a man on a horse with a handful of diamonds can sell shower gel.
The spin off is that the Drybrook Male Voice Choir have become local sensations. We hope the knock on effect will be more people interested in a cultural musical phenomenon and will swell the choir's ranks.
And, maybe Engelbert will sell a few extra tickets when he tours next year... who can say. We're already tee-ing up TV and press for the Choir and Engelbert for the New Year, so this viral is only going to build... all through online PR and blogger outreach. Not a cent has been spent on paid-for seeding.
For you music geeks and nostalgics, “Release Me” was a hit for Engelbert in 1967 when it reached number one in the charts and remained there for six weeks. More than 40 years on and the new version has its tongue firmly in its cheek and we tip our hats the maestro.
This couldn't have happened without production company Atticus Finch. We are indebted to Chris, Martin and Noelia for giving their time for free. They came all the way up from London to the Forest of Dean twice on consecutive cold and wet Wednesday nights, with all their gear and made a damn good job of creating a number of films that we think will help save lives. All they got in return was a slap on the back and a bag of fish and chips. We salute you. Power to the people.
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