Community Music Schools of Toronto Asks Swifties to Donate $19.89

The Community Music Schools of Toronto (CMST), in partnership with independent agency LG2, is asking people to embrace Taylor Swift's spirit and donate $19.89 to the school. As the Eras tour lands in Toronto for the next two weeks, LG2 has created a new fundraising campaign for the non-profit organisation leaning into the previously established relationship between Taylor and CMST from their 2018 album Parkscapes.

Simply called '$19.89', the campaign features a series of headlines that reference her massive fandom. It rolls out across Toronto alongside the opening of the artist’s two-week stint in the city as a series of digital out-of-home and social media posts that point to a landing page here. Media placements were donated by Astral Media.

“With so many brands cashing in on Taylor mania, we wanted to remind Swifties that at least one of those brands has a legitimate and direct connection to the world’s biggest popstar: Community Music Schools of Toronto. Once you discover that connection, it’s a testament to the power of music and its ability to transform kids’ lives. Giving $19.89 is the least any of us can do to support the school in its mission.” said Rana Chatterjee, creative director, LG2.

“After our students were sampled on ‘It’s Nice to Have a Friend’, it transcended anything you might learn in a class - it taught them that anything is possible. With the “$19.89” campaign made with our friends at LG2, we hope to raise funds to continue to keep our programs accessible and sustainable. Music education doesn’t just give kids tools for music, it gives them tools for life.” said Richard Marsella, executive director, Community Music Schools of Toronto.