By now, you've probably heard the latest star-studded version of "We Are the World." But unless you're a reggae fan, you may not have heard another song designed to raise funds for Haiti: "Rise Again," by Caribbean artists including Shaggy, Sean Paul and Sean Kingston.
Digicel, a mobile telecom provider in the Caribbean and Central America, put the song up for sale on its mobile phones and iTunes. The company also prompted customers to donate about $500,000 through text messages and a hotline.
As part of the multimedia campaign, Digicel also created a Haiti support page on Facebook to spread its message, and posted video messages from such notables as Jamaican sprinter Usain Bolt, known as the "Fastest Man in the World," and Ricardo Martinelli, the president of Panama.
Digicel's efforts also cut to a personal level: Chief executive Colm Delves shaved his head to raise $10,000 in employee donations, and marketing chief Kieran Foley raised $2,000 for having his chest waxed.
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