Introducing “Playlists for Life”: the first playlists where the songs compose the brand message. A series of playlists with one common goal: to raise awareness among young people in the Czech Republic with a media that we know they love: music.

Playlists For Life are the first playlists where the songs compose the brand message. As you read the song titles of the playlists, you discover a different message in each, but all of them have one common goal: to spread a word of hope around the world. Playlists turned into a new platform to raise awareness through the power of music. The playlists featured some of the world’s biggest stars and songs such as Beyoncé, U2, Kanye West, Adele, Daft Punk and many more, and covered 6 musical genres: Pop, Rock, Hip-Hop, Electronic, Reggae, and mix. They were aired on Spotify (Digster Czech Republic), and were promoted via a Youtube video and a microsite (www.PlaylistsForLife.com) simultaneously.

During the first week, we reached 10million people through the generated media. As per Google analytics, the average time spent on the site was 2 minutes, and we had a rate of returning visitors of 20%.

With our Playlists for Life campaign, we created a response-driven idea that influenced people to take action by simply doing what they love: listening to music. When playing the songs, people were effectively helping spread the brand message around. The idea had a quick call-to-action format, and people could simply share and donate on the site or on Spotify.

The Communication objective was to make young people think about those who need our help around the world. With Playlists for Life, we wanted to take music to a different level and turn it into an element of communication and a tool to bring hope to the world.

Doctors without borders have been helping and assisting those in needs for over 45 years. They provide their help in over 60 countries. However, in the Czech Republic, their awareness amongst young people is very low.