1 in 4 Americans are impacted by mental illness. They suffer in silence because it’s the most stigmatized issue in society. Working with the National Alliance on Mental Illness of New York City, a leader in the mental health community, we created the #IWILLLISTEN campaign. We wanted to prove that three simple words can save lives. People who need help can easily find friends who are willing to listen without judgment.

Music lets us share things that are hard to talk about. And few things are as hard to talk about as mental illness. The music and video have helped to engage people and activate our campaign. The songs and video make the conversation easier. They lower the barrier to discussing mental health. And when we share the songs and the album, we let our friends know we are here if they need help.

Music was a natural extension for a campaign about listening. We approached artists to help create messages that were accessible and core to our goal of reducing stigma. The five indie musical artists we collaborated with were given briefs and asked to submit demos. We wanted them to consider how music makes it easier to talk about the hardest things. Together, we selected the most impactful songs. The participation of every partner was donated; from the sessions at the famed Avatar Studios in New York, to the skill of renowned rock photographer Danny Clinch, and the production of all the content.

We launched on World Mental Health Day, October 10th, with a live concert at the famed Mercury Lounge. The songs were distributed across all major music services. And the video was promoted through social media, by the press and on music video channels.

The music and the video sparked the imagination of social media and the press. It has been featured in more than 100 articles, including the New York Times, the Huffington Post and the Flat Iron Blog. Radio stations have picked up the songs and posted the video. Now, Controller’s song “Separator” is getting national air play on radio stations across the United States. Controller is crediting the #IWILLLISTEN campaign, and donating 10% of sales to the National Alliance on Mental Illness of New York City.

Proof of the music campaign’s success is in the number of people with mental health issues that have broken their silence and reached out to NAMI NYC. Enrollment in NAMI NYC’s peer counseling services is up 30%. In addition, donations have increased by 86%. Demonstrating that music has the power to save lives.