How does the state health department talk to young women about taking care of their health and life without sounding preachy or old, without getting tuned out?
Enter the TUNE project.
Instead of the typical advertising and marketing mix, we created TUNE. A brand which used original and empowering music to talk to these young women. We decided to hold a worldwide songwriting contest. We selected 15 artists out of more than 300, who wrote, recorded and performed their exclusive songs for our brand. We housed them on a microsite which allowed young women to read the lyrics, download the song, watch behind-the-scenes video, read about health topics and encourage them to talk to people who could help them. We also posted the songs with behind-the-scenes videos on Youtube, distributed the songs during live concerts, appearances and events via artist cards, produced CDs and DVDs we handed to counselors at high schools across the state.
RESULTS: Over 44,000 website visits, including health pages, more than 1,400 song downloads, 5 ½ hours of free media coverage, numerous TV and radio interviews, live performances and concerts with TUNE artists.