Sing Up: bringing music to kids’ lives
See the work
We launched the four-year Sing Up campaign for Youth Music and the government with the aim of bringing singing back into every English primary school. We are working alongside our parent, AMV BBDO to deliver an integrated communications campaign for the brand.
The launch saw diminutive pop princess, Jamelia and National Singing Ambassador Howard Goodall storm the broadcast media under our close management. A launch event with ministers Ed Balls and Andrew Adonis, campaign characters and a Sing Up double-decker bus secured substantial coverage.
Pieces appeared across BBC Breakfast, BBC Radio Five Live, IRN, SKY Radio news, five lunchtime news, Radio 1, BBC Radio London, PA multimedia, Teacher’s TV and scores of regional radio stations.
The Times devoted half a page to the story, which was also picked up by the Daily Mail and Daily Telegraph (twice), The Guardian, thelondonpaper, London Lite and the Daily Star, amongst others.
Universally positive coverage and messaging across the media has resulted in over 342,000 visits to SingUp.org since launch months, 11,000 registrations from teachers and 8,000 subscriptions to Sing Up resources – the main measures for the campaign.