Championing children’s access to live music
A national campaign highlighting the impact of orchestras on young lives.
Media relations
Campaign strategy & positioning
Brand building
Messaging
The Brief
Midas was appointed by the Association of British Orchestras (ABO) for a second year to deliver PR for its 2025 An Orchestra in Every School initiative, part of the wider Music that Moves You campaign. The aim was to highlight the essential role of orchestras in giving children access to live music, raise awareness of music education’s value, build public and sector support, and contribute to conversations around future funding and policy.
The Work
Working with the ABO, Midas refined the campaign strategy, messaging and objectives, developing a sector pledge, call to action and engagement toolkit for member orchestras. A year-long PR plan was built around four key phases in May, July, September and December.
The campaign combined news stories, features, interviews and case studies showcasing orchestral activity across the UK. The launch generated national broadcast, regional and trade coverage, while later phases explored summer music provision, the long-term benefits of participation and public attitudes to arts funding. A survey with partner organisation Making Music attracted more than 900 responses, highlighting the transferable skills developed through music-making.
The Results
The campaign secured sustained coverage across national, broadcast, regional and specialist media, including BBC Breakfast, BBC Radio 4 Front Row, Daily Express, The Big Issue and Classic FM. It strengthened ABO’s position as a sector leader and maintained momentum around ensuring all children have access to live music experiences