Fighting COVID-19 through dedicated songs and performances.

Driving VUMC’s National “Gratitunes” Campaign

Amid the global COVID-19 pandemic, doctors, nurses, and medical staff are risking their own health and safety and working tirelessly to help care for those who need it most. Wanting to give their community a tangible way to support and encourage those on the front lines, Vanderbilt University Medical Center (VUMC) and Nashville-based entertainment marketing agency, FlyteVu, crafted the vision for a digital campaign called Gratitunes. We were excited to join the team to help bring the vision to life.

The Gratitunes campaign invited musical artists to dedicate their own inspirational songs to doctors, nurses, and medical staff through live performances on Instagram or IGTV. Every day for the duration of the campaign, musicians like Lauren Alaina, Thomas Rhett Atkins, and Jewel took part, generating over 2 million views on Instagram.

In addition to his live Gratitunes performance, Brad Paisley even crashed the Vanderbilt State of Nursing Zoom call to surprise attendees with a few live requests and a cameo from his pup.

Client: VUMC
Partner Agency: Flytevu
Role: Art Direction, UI/UX
Press: Billboard, Billboard, Yahoo Finance, Sounds Like Nashville, CMT
Awards: Gold Shorty

Gratitunes, Narrated by Brad Paisley

The Nashville music community response to COVID-19 was immediate. Every day, for 30 days, artists dedicated songs to say “thank you” to the frontline caregivers at Vanderbilt University Medical Center. Brad Paisley kicked off the series on March 30, Doctors’ Day, and called it GRATITUNES. The official Gratitunes playlist was created, including thousands of songs dedicated from community members, which played throughout COVID-19 testing sites and was made available for all staff to stream. We are in awe of the incredibly supportive community we have here in Nashville, and beyond. From all of us at VUMC, thank you. #Gratitunes #VUMCheroes