• by Laurie Sullivan , Staff Writer @lauriesullivan, April 3, 2014

The National Association of Music Merchants (NAMM) has launched a public service announcement (PSA) for its Just Play campaign. The spot features 17 real, amateur musicians playing in harmony Pachelbel's Canon in D. NAMM's aim in putting together the PSA is to encourage people to add music-making into their lives for a positive boost.

The nonprofit creates the PSA annually to support its nearly 9000 members worldwide. It does so with the mission of advancing active participation in music-making by supporting scientific research, philanthropic giving and public service programs. NAMM members are brands and retailers that make and sell music products and instruments. NAMM also creates the content that drives people to the purchase the instruments.  

Last year's PSAs addressed the issue of why many people don't play music. The organization turned a negative message into a positive one. "Have you ever met anyone who wished they could pull out an acoustic guitar, start strumming, and have everyone gather around?" said Joe Lamond, NAMM president and CEO. "It's the universal dream."

Become a valuable and positive resource. Too many consumers are overwhelmed with the amount of content they receive, which is reflected in the majority of marketers who believe their content doesn't work. The can-do attitude reflected in NAMM's music videos plays an increasingly important role in driving traffic from email, search queries and social networks to company Web sites. It's the positive feeling one tends to get from upbeat images and music that becomes more infectious than those filled with negativity, especially in social media.

Overall, social media sites now accounts for 7.72% of all traffic to retail Web sites as of March 2014 -- up from 6.59% in the year-ago month, per Experian Marketing Services. Pinterest, more than Facebook or YouTube, supplies the greatest percentage of traffic to retail sites.

Make certain the content resonates through a familiar tempo, whether music or otherwise. It doesn't necessarily need music, but rather a continuous rhythm in the message. Music in content helps to generate interest. Remember the Coca-Cola TV spot that taught the world to sing? The rhythm, more than the message, continues to resonate with consumers.

Humans learn about the environment through nature's rhythm. Some say it can heal the sick. Doctors have been looking into the healing effects of music for years. Most recently, Mike Garson, a classical pianist who played with David Bowie for nearly 40 years, participated in a benefit at the Orange County Performing Arts Center sponsored by Orange County-based neurosurgeon Christopher Duma's Foundation for Neurosciences, Stroke and Recovery.

"It doesn't matter how well you play," Lamond said. "It just matters that you play. Play for your own enjoyment. Play for your family."

Become inspirational. The message must inspire consumers to take action. NAMM Foundation's Just PLAY PSA campaign runs nationwide on broadcast and cable TV, radio, Spanish language TV, on bus shelters, in airports, on YouTube, in malls and more. It also will run in Brazil and Latin America with Portuguese and Spanish versions. 

NAMM's campaigns, like the music-making one, are evergreen.  Both NAMM Foundation's No More Excuses and Bring More to Life television spots will become available to organizations and stations running PSAs starting this month, April, and through the year.