Epiduo are the makers of 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.

Our solution? The Band Together To Banish Bullying Project, which brought diverse musical artists together to create an original song inspired by real experiences with bullying.

First, we reached out to victims of bullying through pre-roll, social media, banners and email, asking 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. The result was the ultimate anti-bullying anthem, “I’m Good.”

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 that gained its own momentum and took on a life of its own. “I’m Good” was featured on numerous music blogs, the MTV music awards, the Today Show, multiple news networks, and was talked about by celebrities such as Cody Simpson and Ryan Seacrest. The song currently has almost 5 million plays on Spotify, while the campaign as a whole garnered over 21MM impressions and contributed heavily to the online conversation around bullying.

We reached out to bullying victims through pre-roll, social media, banners and email, asking them to share their experiences through a custom YouTube page. Grammy-nominated producer Clinton Sparks, country music singer Kylie Morgan, and rock band the Mowgli’s used these submissions as inspiration for a new song - the ultimate anti-bullying anthem, “I’m Good.”

Paid and earned media drove to the YouTube page, where anyone could download the song for free. But to get it, you had to send a positive message to someone via social media. It’s the first song ever you can pay for with 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.