Can music help young people talk about their problems?
Client: NSPCC
Project: Final Verse
Final Verse is an interactive lyric writing and performance competition to promote the NSPCC’s ChildLine service, that puts the audience at the heart of the communication – actually featuring within it.
Livity secured urban music artist Devlin, who composed, wrote and recorded ‘Teardrops’, a bespoke track and video for the campaign. Devlin recorded the track except for the ‘final verse’, which was left for our audience to complete with their own performance.
Entrants sent in their own videos, which were then integrated into Devlin’s master video and hosted on YouTube for people to see, share and ‘like’.
The winning entry was professionally re-recorded, filmed and promoted through our youth networks and partners. Livity partnered with influential digital broadcast channel SBTV to help amplify the campaign.
This activity created conversations not only around the entries and lyrics, but also around ChildLine.
Final Verse received:
- Over 1,000 entries,
- Over 100,000 comments and ‘likes’
- Over a million channel views
Final Verse was awarded three times at the 2012 Marketing Agency Awards:
- Best social media campaign
- Consumer campaign
- Best of the Best