SPOTIFY'S BIG SHOT AT VACCINE ADVOCACY
A recent study conducted by the data research firm Statista found that nearly 25% of listeners use streaming platforms as their primary source of news. With that in mind, Spotify has created a hub from which the streaming giant is promoting accurate information about vaccines, encouraging vaccine advocacy and supporting the safe return of live music.
Launched in December, Spotify’s COVID-19 hub reaches 11 countries and has appeared in 2.2m search results, with 1.2m unique users, between 8/1 and 9/15.
Spotify Studios has also supplied vaccine information in its podcasts, including the science-oriented Dope Labs, by integrating pro-bono ads, conducting in-show host-read reminders and creating original episodes about the vaccines.
Other efforts have included a partnership with the National Independent Venue Association on a sweepstakes offering entrants a chance to win free tickets to a show at a NIVA venue; the Bring Back Live Music Safely campaign, which used billboards and social media to help fans become informed about the vaccines; and a collaboration with the World Health Organization Foundation’s Go Give One campaign that raised $500k for the World Health Organization and its COVAX initiative, which furthers vaccine equity. Spotify likewise matched employee donations 2:1, sending all money raised to COVAX AMC, an entity that funds COVID-19 vaccine programs for lower-income countries and aids populations demonstrated to have the greatest need.
“At Spotify, we strongly believe that we—and anyone with a platform during this historic moment—have a responsibility to ensure that users and listeners globally are getting accurate information on vaccination,” said Casey Acierno, Spotify Social Impact Lead. “Since late 2020, we've launched a number of efforts that leverage the best of our platform to deliver that information and inspire our listeners to action. Through our multifaceted global campaign, Spotify has reached millions of listeners to help them get informed.”
Review a handy infographic and more on Spotify's vaccine efforts here.
