Case Study:
Music is Medicine
How Purpose-Driven PR Sold Out a Concert and Raised $600K for Brain Cancer Research
193
Media mentions
$600,000+ Raised for brain cancer research
55M+
Potential reach
$694K+
PR value
We built an integrated campaign across PR, social, Google Ads, and influencer engagement — all driven by emotion and purpose. By securing top-tier interviews, partnering with local media experts, and creating buzz through behind-the-scenes access, we humanized the mission and reached audiences in both English and French. The result: a sold-out concert and powerful visibility for The Neuro’s brain cancer research far beyond one night.
The Opportunity
The Strategy
Music is Medicine was a benefit concert featuring Grammy Award–winning artist Alan Parsons, created to raise critical funds for brain cancer research at The Neuro. With just six weeks to fill 1,500 seats at Place des Arts, our challenge was to keep the mission front and center while driving awareness, engagement, ticket sales, and donations through a strategic, purpose-led PR and marketing campaign.
“Leslie brought heart, vision, and media savvy to our high-profile benefit concert — elevating the project and making a real difference.”
-Valérie Pouliot