Education Through Music – Los Angeles / NBCUniversal
The power of music – and its vital role in providing youth a voice – formed Education Through Music-Los Angeles’ (ETM-LA’s) partnership with NBCUniversal, Illumination, and Education Through Music national. Alignment of vision and building strategic goals were key to the partnership’s success.
“Dreaming big to reach your goals” and the life-changing power of music were themes featured in Illumination’s animated film Sing 2. Together, NBCUniversal and Illumination recognized an opportunity to pair the film with ETM-LA, whose mission resonates with Sing 2 – ultimately raising awareness for the importance of music education.
From the partnership, the #Sing2gether Challenge was created as a contest on TikTok to engage stakeholders and consumers in conversation about the film while celebrating the power of music. Given similar target demographics for both Sing 2 and Education Through Music, TikTok was chosen as the most appropriate social media platform to host this campaign. For every use of the hashtag #Sing2gether on TikTok, $1 was donated to support the work of ETM (including ETM-LA in Los Angeles County), up to $250,000 (with funds from Comcast, NBCUniversal, and Republic Records).
The #Sing2gether Challenge kicked off with Sing 2 stars Reese Witherspoon, Matthew McConaughey, Taron Egerton, Tori Kelly, other cast members, and social media influencers announcing the contest and an exciting prize: a free trip to Hollywood to attend the film premier and the opportunity to record and release a single with Republic Records.
The collaboration and campaign raised awareness locally and nationally of the impact of music education and drove key engagement among stakeholders and consumer groups.
It ultimately garnered more than 5.1 billion views, 729.8 million engagements, 1.5 million contest entries, with awareness through additional media channels and activated a $250,000 donation to Education Through Music at no cost to the viewer.
Return to 2022 Nonprofit & Corporate Citizenship Awards main events page
