Daily Insights

Hyundai’s Harmony of Hope

By: Mackenzie Baker | May 26, 2020

To bring joy during the crisis, Hyundai’s Hope on Wheels charity is partnering with Musicians on Call, a nonprofit that brings music to patients in hospitals. Called “Healing Through Music”, the new digital series features artists such as Jason Derulo and Darius Rucker surprising patients and staff at hospitals across the country with virtual concerts. The charities are releasing the musical lineups at the beginning of each week, with a performance premiering every Monday through Friday at 7 p.m. 

While Hope On Wheels launched in 1998 with a commitment to curing childhood cancer, the organization is now expanding past its original intent to bring support to doctors, nurses, and patients during the Coronavirus pandemic. From May to June, fans can watch new performances each week on Instagram and Facebook. Posting live concerts and previously recorded shows on the channels could help the campaign further drive awareness towards its cause, according to a Gartner report. Hyundai released a promotional video featuring clips of artists performing and sharing messages of encouragement with both patients and doctors. While some artists are surprising individuals with a digital concert, others are playing for entire hospitals, with some facilities even playing the music throughout the buildings for all to hear. 

Hyundai is bringing the healing power of music to Americans across the country through its new partnership. The campaign’s ability to connect artists with hospitals across the country could inspire other companies to use social media in musical ways during the pandemic.