Emphasizing the life-changing impact of music therapy for chronically ill kids.
Client name: Children’s Music Fund
Central idea: Writing for momentum and emotion.
I had my hand in:
Website copy
Campaign activation
Brand storytelling
Social & digital ads
This was a project already in development when I started with Park & Battery. That said, I was blown away when I had the pleasure of watching the documentary we filmed for Children’s Music Fund’s newest campaign. It brought to life such a bold, beautiful campaign.
So, after our team captured and edited the videos/photos, it was time for me and my web design colleagues to get started on a microsite. Since the main goals were building awareness and driving donations (both accomplished), I knew this copy had to be written differently than my usual projects.
These stories weren’t just testimonials; they were proof of lives changed through the power of music – for chronically ill children, their families, and their music therapists. For what felt like the first time since becoming a copywriter, I actually felt as if I was using what I learned in my Master’s program. Specifically, I tapped into my literary journalism studies, which is still perhaps one of the best tools I have in my toolbox.
The stories themselves were already incredibly emotional with great impact, so it made my job easy. Still, it was up to me to 1) preserve that feeling, 2) effectively tell their stories, and 3) reinforce CMF’s commitment to providing free music therapy. It kind of went without saying: the words needed to carry a tremendous weight, especially considering this microsite would ask for user donations.
In the end, my agency successfully produced a branded documentary (shot at Village Studios, by the way. No biggie), a campaign microsite, social imagery and copy, and digital ads – all pro bono.
