MyMusicRx scientifically eases pain and reduces stress by bringing the healing power of music to children riddled with cancer. To raise awareness and funds for the program, we created the #BedstockChallenge, a social media prompt asking people to play a song from bed for sick kids who can’t get out of bed.

Bedstock was rolled out in 3 phases to maintain interest and engagement:

Phase 1: Accumulate Bedstock Content

We started by capturing content of sick children singing from bed, then musicians and influencers to get the world involved. We then leveraged brand activations and media amplification to continue to build, gather content, and create layers of social involvement.

Phase 2: Release

Used Giving Tuesday as the release day for A-List content and announced #BedstockChallenge that invited fans, musicians and other influencers to participate & donate through Facebook’s Donate Now button.

Phase 3: Fuel & Amplify

Utilized additional artists and influencers to help propel Bedstock's message, incite donations and participation beyond Giving Tuesday by pulsing out their content through the end of the year through of the the #BedstockChallenge.

$88,000 total donations in 2017 ($43,000 more than past three years combined)

Earned and Owned Social

Social Impressions: 233 Million Impressions

Video Views: 5.1 Million video views

#BedstockChallenge Videos: 1,200 videos from 48 countries around the globe