ABRSM is the UK’s largest music education body, one of the largest music publishers and the world’s leading provider of music exams. We were asked to kickstart “Because of Music”, a global campaign which aims to inspire, encourage and celebrates the positive impact of music on people’s lives.
From the outset, we realised that emotion and storytelling would be key to engage and connect with a new audience. We recommended launching the campaign with powerful “real people, real feelings” stories in a dedicated microsite. This would set the tone for the campaign and create a springboard for future content creation.
A research and story gathering phase gave us a rich source of raw material to a create a variety of seed content to kickstart the campaign on the website and social media. We reached out to a broad range of people who we had already identified, such as community music groups , students with special needs, street performers, professional and amateur musicians.
We searched for themes and stories we had already identified and also actively looking for new ones, whilst collecting raw material in the form of photographs, video and audio. We chose the most promising stories to create content for the campaign.
We created short story articles, capturing quotes & photographs of musicians revealing the benefits of music and made a series of films to be used on the website and social media.