Published by isobel.regan@dontpanicprojects.com
Published Date 05.06.2023 
At DawBell we love to celebrate the work we do for all our clients and especially our brand clients. We are a music and entertainment communications agency, and have carved out a niche working with music, tech, audio and consumer brands. As well as working with music superstars, globally recognised events and incredible talent, such as Elton John, Dua Lipa, The BRIT Awards, Isle of Wight Festival, ABBA Voyage, Harry Styles – we are equally as proud to represent some of the best brands in music, tech and entertainment. It’s our second PR award nomination for our client Casio within 3-4 years now, so to be delivering consistent award-worthy campaign work for them is professionally rewarding. The brand has been a long-standing client of ours, so it’s always great when you’re able to deliver exceptional work and be recognised by our industry peers for what we have achieved for them.
This particular campaign, named ‘Light Up My Life’, was a strategic project to spotlight both a key product and the benefits of music therapy for those living with dementia. It was a creative and wholesome way to highlight the LK-S250 (light up key keyboard) that tackled a real problem – how to help those living with dementia. The campaign propelled the conversation around music therapy and strongly positioned Casio’s keyboard as a credible tool to utilise for this syndrome. By partnering up with Music for Dementia and MHA, we were able to execute a study to understand the positive benefits of integrating keyboard playing into a care plan for people living with dementia. The study saw Casio’s light up key keyboards sent out to care homes nationwide and utilised in a 6-month care plan whereby music therapists were able to focus on keyboard playing because of how easy it is to follow the light up keys to produce a recognisable song. The results of this study formed the basis of a report with the intention to instigate more conversations with other care homes, caregivers and other relevant industry professionals to consider Casio’s keyboard for this type of care.
The results were outstanding. Upon completion of the study, a survey was carried out with participants, care home managers, music therapists, as well as friends and families to understand what changes were seen in the participants. A reduction in stress and anxiety was seen, but one key result that stood out was the boost in memory recall that was noticed. The link between music and dementia has been an ongoing discussion point for some time now and this won’t be the last study that explores this area.
Having the report downloaded by so many important organisations has led to meaningful conversations to utilise Casio’s LK-250 keyboard in a fully considered care plan for dementia. This has helped move the needle for the brand and brought attention to the power of music therapy in this area. Everything about the campaign was carefully thought through; messaging – fully understanding how to communicate on this topic, nailing the creative – how to link the LK-S250 to a project like this, through to timings – launching during World Alzheimer’s Month. Developing emotive case studies was always going to be a key part of our toolbox and that was achieved. Experiencing the Sky News reporter crying during the recording of a case study was a first and showed how moving a story like this can be.
Entering the Global Agency awards and being shortlisted means so much to DawBell. Everyday we are proud of the work we do, we are proud of the clients we represent and most importantly, we are proud of the team behind the remarkable work. We are looking forward to 15th June for the winner to be announced and even though it will be a virtual ceremony, we will celebrate in person with our clients and will keep all our fingers and toes crossed for the win.
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