The Day That Music Cares, 2025
A campaign for MusiCares’ annual day of service.
Agency: HelpGood
MusiCares is the non-profit affiliate of the Recording Academy that provides critical financial and health services to the music community. April 25, 2025 was their third annual day of service– The Day That Music Cares. Volunteers are encouraged to unite through their love of music and the causes they care about.
We worked with MusiCares to create a campaign for the day that would emphasize the value of service and encourage more volunteerism in the world, as well as the mental and social health benefits of serving your community. The primary goal of the campaign was to encourage music fans, industry professionals, and artists to volunteer and mobilize their communities to do so as well.
After our strategy team developed the campaign theme and messaging, the design team started our process with developing three distinct moodboards to give the MusiCares team a variety of styles to consider before we began the campaign branding. The feedback was to combine elements from two of the moodboards: a worn, flyer-like look, as well as high contrasting colors. We presented two directions based on this feedback: a grunge look, with more ripped edges and saturated images, and a wild posting look, with wheat paste texture overlays and bold, all caps type. After much deliberation, the client chose the wild posting direction. The campaign logo already existed from previous years, so to give it a unique tie-in to the campaign brand, we created versions with a wheatpaste texture treatment in all the campaign colors.
From there, I began working with our copywriter and video producer on all social content, while our senior designer focused on designing the campaign landing page with our web developer. In addition to creating organic social content for MusiCares to post, we created a social engagement toolkit that was accessible from the campaign landing page. Volunteers could use templates and stickers to create their own social content to share in the weeks leading up to April 25, as well as the day itself.
We were able to secure pro-bono OOH placements through a connection with PJX Media, and created ads for billboards in Los Angeles, taxi toppers in New York City, and the Everest billboard in the heart of Times Square.
Over 2,600 volunteers from more than 50 different cities participated in The Day That Music Cares on April 25, 2025. Organic social content saw a 650% increase in engagements, 92% increase in reach, and 101% increase in impressions from the 2024 campaign. The OOH ads estimated over 15 million impressions across New York City and Los Angeles.