 Snippets of the song was first heard as the opening theme for commercials that aired on Disney Channel in regards to Disney 's Friends for Change . " Send It On " later debuted on Radio Disney on August 7 , 2009 . Later on August 11 , the song was released digitally , via iTunes Store . Disney will direct 100 % of the proceeds from " Send it On " to environmental charities through the Disney Worldwide Conservation Fund ( DWCF ) . The music video premiered on Disney Channel on August 14 and the day later to Disney.com and ABC . On August 15 , a digital extended play was released to the iTunes Store , featuring the song , its music video , two commercials in regards to the project that aired on Disney Channel and a digital booklet . 
