John Legend premiered his touching new music video today, serving up, not just his soulful standard, but a powerful message of change and a call to arms in the name of women. Legend’s place in the video is with the Kate Moss-type (his wife), but the ensuing vignettes paint intimate portraits of a movingly diverse host of women, shot from the point of the view of the mirrors they reflect in. Furthermore, the video’s homage to women of all stripes offers a chance to go beyond Dove-commerical activism, as Legend promotes the six-week campaign #OperationGirl Charity Challenge, a friendly competition to raise the most money between charities dedicated to empowering girls and women.
“We live in a world where egregious injustices occur regularly against girls and women. We have a responsibility to take action and disrupt the conditions that allow for such tragedies to occur,” said John Legend via statement. “Through #OperationGirl we hope to amplify the voices and impact of the many organizations doing great work on behalf of girls and women.”
Director Mishka Kornai also crafted the video’s companion documentary “When I Look in the Mirror” to elucidate the stories of the female characters featured in the music video. Watch that below, and get involved with #OperationGirl right here.