Ashanti is back with new music, and using a unique marketing strategy to promote it, while helping to encourage a healthier lifestyle. The Grammy Award-winning singer/songwriter has teamed up with First Lady Michelle Obama’s Partnership for a Healthier America (PHA) and its Drink Up effort, which encourages everyone to drink more water more often, to release the new single “Let’s Go.”
Using the hashtag #DrinkUpAshanti, anyone can ‘donate’ water on Twitter and Instagram to help bring the song and video to full life. The more often the hashtag appears on IG and Twitter, the more ‘hydrated’ the single becomes, until eventually the complete song is released on iTunes.
“I love that my song is being used to encourage people to make a really easy choice: drinking more water every day,” Ashanti said. “It’s even more rewarding when it’s being done in a creative, positive way. Drinking water is in … it’s just cool and sexy. You are what you drink, so drink up. It’s also a pleasure to work with the First Lady again to help make the healthy choice the easy choice.”
“With their hard work and creativity, groups like Drink Up have encouraged people across the country to drink more water, and they have helped increase demand for—and sales of—healthier products,” said First Lady Michelle Obama. “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.”
Check out the song and video below, along with a behind-the-scenes look at it’s creation. By using the hashtag #DrinkUpAshanti anyone can help replenish it.