Epiduo is one of the most popular acne-fighting medications on the market. But this year, they wanted to tackle a different issue affecting their teenage customers—bullying. The solution? To fight a negative force in teenager’s lives with a positive one: Music. The Band Together To Banish Bullying Project brought diverse musical artists together to create an original song inspired by real experiences with bullying, and the track was released through a unique mechanism that spread positivity across social channels.

As the makers of one of the largest prescription anti-acne medications on the market, Epiduo was uniquely suited to engage their teenage audience about a serious, relevant problem: bullying.The Band Together To Banish Bullying Project reached out to victims of bullying and asked them to share their experiences via a custom YouTube page. Grammy-nominated producer Clinton Sparks, country music singer Kylie Morgan and rock band the Mowgli’s then used these submissions as inspiration for a new song. The result was the ultimate anti-bullying anthem, “I’m Good.” The track was an immediate hit, and to maximize its impact we created a unique, socially-tailored lyric video to precede the release of the official music video.

Paid and earned media drove people to the website where anyone could download the song for free, but with a catch. To get it, you had to send a positive message to someone via social media. It’s the first song ever that can be purchased with the currency of positivity.

In the end, we didn’t just create an advertising campaign. We created a piece of pop culture. “I’m Good” was featured on numerous music blogs and was talked about by celebrities such as Cody Simpson and Ryan Seacrest, and currently has almost 5 million plays on Spotify. The campaign as a whole garnered over 21MM impressions, and contributed heavily to the online conversation around bullying by offering a unique way to share messages of positivity and hope.

Output/Awareness:

- Video views reached over 2.1MM

Action/Business Impacts

- 1.4K social media shares across Facebook, Twitter and Google

- BTBB YouTube channel has received over 70K unique visits

- 3,192 people subscribed to the YouTube channel