The Ad Council is partnering with Amazon’s ad division to play music through Alexa to pave the way for parents / adults / care givers to talk to young people about their mental health.
“When You Can’t Say It, Play It” is available on Amazon.com as part of the Ad Council’s “Sound It Out” campaign, which was created along with Melinda Gates’ investment company Pivotal Ventures. The Ad Council plans to spend $65 million during the next seven years on this.
Parents can now go to the “Sound It Out” campaign page on Amazon.com, (which was created by Amazon Ads’ Brand Innovation Lab) and then type an emotion like “happy” or “frustrated” in a search box. They will get a list of songs that they can share with their young teen, through Alexa on an Echo device or a free Alexa app. This, they hope, will open a channel of communication between the parent and the child, and the idea of a parent checking in on their child, is normalized.
This will be advertised through “Muchas Flores,” a film by Amazon Ads’ Brand Innovation Lab, which depicts a parent struggling to talk to their upset teenager, who sends them a song to listen to later at school.
This spot will run on Amazon’s owned and third-party platforms including streaming video, digital, audio, Fire TV and Amazon's interactive ads; and promoted on Amazon’s website, social media and audio ads on all Alexa-enabled devices such as Amazon Music’s free tier and Amazon Echo. It will also be promoted on streaming TV including Roku, Samsung, LG, Fire TV, Blu-ray players, gaming consoles such as Xbox and PlayStation, and connected devices such as Fire Stick.
Amazon has partnered with Influencers like Ambar Lucid, Nico Craig, JJ Hairston and Carla Morrison who will share the film and other assets on their social media.