To help relieve the stress of self-isolation and physical distancing, in late May,
Desjardins hired 40 out-of-work musicians to perform virtual solos and provide an emotional lift through music to Canadians who needed it most.
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The response to our campaign, targeting primarily Ontario as well as Atlantic and Western Canada, was overwhelming.
Our nominations web page received over 10 million visits. More than 500 nominations were reviewed, and
Desjardins selected 100 lucky recipients.
Our TV and radio commercials encouraging people to nominate a close family member, friend, neighbour or colleague for a virtual solo were widely broadcast on CTV and Bell Media's English networks, our partners in the initiative.
The innovative campaign was featured on several popular shows such as CP24 Breakfast, Your Morning, The Marilyn Denis Show, The Social and etalk. It was also highlighted on various social media accounts, including
Desjardins's. All told, 24 million people viewed at least one element of the campaign. The
Desjardins Facebook page alone generated over 7,800 reactions, more than 400 comments and over 1,000 shares.
For three weeks, starting June 19, CTV's The Social hosted a weekly podcast featuring Send a Helping Solo. Each podcast episode showcased two musical artists.
Most important of all,
Desjardins is proud to have supported 40 talented musicians who performed 100 virtual solos and helped lift the spirits of Canadians across the country.
Take a look at the
campaign videos as well as the virtual solos that were produced External link. Opens in a new window..