Case Study

A National Chorus for Music Education

Media Relations

The Ask

MusiCounts, Canada’s national music education charity, needed to increase public awareness and fundraising to meet growing demand from under-resourced schools. With more schools seeking support than the charity could currently fund, the challenge was twofold: unlock new donations and elevate MusiCounts President Kristy Fletcher as a credible, national voice on the transformative impact of music education.

The Approach

MSL developed an earned‑first, community‑led strategy that reimagined Canada not as a single media market, but as a network of local stories with national resonance. We anchored the campaign in MusiCounts’ most powerful proof point-its granting program-spotlighting a $1.1M+ investment in 85 under-resourced schools across every province and territory.

To ensure relevance and reach, we media‑trained teachers as regional spokespeople, equipping them with customised toolkits and localised messaging that consistently credited MusiCounts while reinforcing its mission: building an inclusive, sustainable and innovative culture of music education nationwide.

In the lead‑up to Giving Tuesday, we introduced original survey research to quantify the scale of need, pairing credible data with compelling human stories. Together, they demonstrated how music education builds confidence, connection and opportunity—keeping the conversation active and donation‑ready.

The Impact

The campaign generated 80+ earned media placements and nearly 17 million impressions, with every story naming MusiCounts and the majority quoting Kristy Fletcher-firmly establishing her as a national thought leader.
Most importantly, the campaign helped deliver MusiCounts’ strongest Giving Tuesday on record, driven largely by new donors, expanding the charity’s capacity to support music education where it is needed most.

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