International rock band Radiohead will be teaming up with MTV to produce a music video that brings awareness to the issue of human trafficking and sweatshop labor.

From Reuters:

he chart-topping group has allowed the international music network to produce a video set to “All I Need” from its latest hit album “In Rainbows” which MTV will air from Thursday and make available to broadcasters.

The MTV EXIT (End Exploitation and Trafficking) Campaign (www.mtvexit.org) has made a video shown in split screen, one side depicting a day in the life of an affluent young child and the other of a child forced to work in a sweatshop.

Radiohead lead singer Thom Yorke said he saw some irony in the campaign being led by MTV, one of the world’s most recognised brands which has spread ideas and ideals of the West and its consumer culture to the rest of the world.

“I think it’s really cool that it comes full circle and that they wake up one morning and go ‘Well, hang on a minute, we want to do something about this’,” he told Reuters in an interview.

An estimated 2.45 million people are working around the world in forced labor conditions.