Children’s Music Fund (CMF), a nonprofit out to raise awareness about the benefits of music therapy, has launched the first national awareness campaign in its 20-year history.
In addition to fundraising, part of the campaign’s purpose is to get music therapy covered by health insurance in the same way as “other forms of physical and mental healing,” says Park & Battery, CMF’s pro bono agency.
The agency went on location with music therapists and patients to the Village Studios in Los Angeles for the filming of a 10-minute "Music Makes Us Better" documentary, as well as patient and therapist profiles.
Seeing actual music therapy sessions conducted there personally affected Michael Ruby, Park & Battery president and chief creative officer. “Witnessing some children who are nonverbal and facing incredibly complex health challenges engage through music, it was overwhelmingly moving when these kids suddenly lit up and could suddenly express pure joy -- and, in even the smallest ways, communicate their wants and feelings to their parents and therapists,” Ruby tells Marketing Daily.
“Our aim was to put the people and the music at the center of the campaign,” Ruby explains, “so that it’s easy to understand the power of music therapy in practical terms, and feel the emotional effect it has for everyone involved.”
In addition to the film and patient/therapist profiles, which can be found on YouTube, the CMF website and a dedicated hub, the campaign includes :30 audio spots on Spotify music and podcasts, programmatic ads, native ads, display ads on the Conde Nast network of sites and on trade publications like Fierce Healthcare, and social media (Instagram, LinkedIn).
Park & Battery also developed a new brand identity for CMF: a logo featuring a heart shape and a musical note.
Music therapy, which can include creating, singing, moving to, and/or listening to music, is used to help children and adults manage chronic and acute pain, anxiety, depression, chronic illness, and terminal diseases, and other conditions. Examples are children facing autism, blood disorders, cancer and lung/heart/kidney diseases.
"The benefits of music therapy can be profound – but, too often, the average person or even healthcare providers and insurance companies do not fully comprehend what it is," states Tracey Burnett, CMF executive director, in a press release. "Music therapy not only treats children at the time that they're in need, but also provides them the coping skills to be able to continue to deal with chronic illness or complex medical issues that they might be experiencing for the rest of their lives. It's not just playing an instrument. It's a collaborative, creative and therapeutic experience."