Yamaha Italia S.p.A.

06/11/2019 | News release | Distributed by Public on 06/12/2019 08:49

‘I Am Hero’ Campaign Wins Wooden Pencil in the ‘Brand Expression in Moving Image’ category at D&AD Awards 2019

Throughout the world, children face invisible barriers that limit their futures-inequality and poverty, as well as discrimination, prejudice, and other disadvantages that these problems cause.

The I'm a HERO Program encourages children to take center stage in overcoming these invisible barriers, to support them to become a hero, an icon of fighting against and overcoming adversity, through a significant challenge, to perform in a big stage.

26 children who participated in this program were from the ages of 7 to 13, most of them living in a slum area within Medellin, Colombia, where crimes happen every day.*

* Please see 'The reasons we chose Colombia as the stage - Latin America and their social music actions' for more details

The beginning of this program centered around a brand new instrument, Venova, for children with little or no experience playing an instrument before. They put their best effort to learn how to play the Colombian national anthem with this reed instrument which delivers the feel of a conventional wind instrument and easy fingering as that of a recorder.

However, their hard work for over half a year was not easy. In the slum area, you have to face the physical challenges to get to cities and practice every day. With kindness and sometimes strict support from their families, they finally faced the big day.

Yamaha will continue to believe in the power of music and face social challenges in various ways through our activities.