Unsung
Content and Social Media Marketing
26 years have passed since the late frontman of Nirvana took his own life. Yet the music industry is still no stranger to the ills of depression. Often with dire consequences. To create a safer space for artists to speak up about mental health, a major record label took on the very thing that stood in the way - music itself.
On World Mental Health Day 2020, Warner Music and its next generation of global artists stepped up and simply recited the most heartfelt parts from their own songs, cold. Vulnerabilities laid out to bare.
The project was featured live for an hour on a 24-hr virtual march for mental health under the Go Speak Your Mind movement.
With $0 media budget, we received over $1m worth of earned media. In Indonesia alone, with Warner Music owned social platforms, the project received over 300,000 views within a week with over 19,000 social interactions on an otherwise taboo subject.
Client
Specialisms involved
26 years have passed since the late frontman of Nirvana took his own life. Yet the music industry is still no stranger to the ills of depression. Often with dire consequences. To create a safer space for artists to speak up about mental health, a major record label took on the very thing that stood in the way - music itself.
On World Mental Health Day 2020, Warner Music and its next generation of global artists stepped up and simply recited the most heartfelt parts from their own songs, cold. Vulnerabilities laid out to bare.
The project was featured live for an hour on a 24-hr virtual march for mental health under the Go Speak Your Mind movement.
With $0 media budget, we received over $1m worth of earned media. In Indonesia alone, with Warner Music owned social platforms, the project received over 300,000 views within a week with over 19,000 social interactions on an otherwise taboo subject.
