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Absolut recruits Rita Ora for music campaign

Absolut vodka has teamed up with singer Rita Ora to launch The Open Mic Project By Absolut, which aims to use music “as an instigator for change”.

Absolut and Rita Ora are working in tandem to create a song about acceptance for next year’s Grammy awards

The project, which launched on 12 October, promotes “more acceptance” through a song that will be created using real stories from fans.

It has been timed to debut around the time of the 60th Annual Grammy Awards.

Rita Ora and Absolut intend to use the platform for “amplifying, and uniting, voices across the nation to refresh the talk”.

People will be able to submit their stories of acceptance and inclusivity to from this week until 1 December 2017.

The Grammy Awards will be held in January 2018, when Rita Ora will debut the co-created song.

“As a refugee, I know firsthand how isolating it can feel to be misrepresented in the face of adversity,” commented Ora.

“I’m excited to join Absolut with The Open Mic Project because we’re using music as a way to bring people together. From sharing my own story to spotlighting others, we’re bringing the issue of acceptance to a global stage and changing today’s current chat to be more inclusive.”

In June this year, Pernod Ricard-owned Absolut launched a new bottle design to celebrate the LGBTQ community.

Check out a video from the campaign below.

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