Save the Children and Tim Bergling Foundation joined forces to reach young people suffering from mental health issues.
But even though mental illness is our one of our biggest public health problem, it’s still difficult to talk about. We decided to come to our audience in a safe environment where feelings are anything but taboo — Spotify.
Up until now, Spotify canvases have been used to enhance album art work or show snippets of music videos. Today we claimed this space for something infinitely more important, and together with Sweden’s biggest artists like Tove Lo, Alesso, Miriam Bryant, Benjamin Ingrosso and Loreen, we managed to transform Spotify canvases into a new media channel.
In a synchronized effort, the Swedish pop elite changed canvases of their most emotional and relevant songs, to deliver an important message from Save The Children directly to those who need to hear it the most.
The message and stories of mental illness spread across Spotify and social media – reaching millions of young listeners.