Through music, Cheerios hopes to help raise a generation of kids that values treating people with kindness and understanding. One of the best ways to help learn and remember something for years to come is through song. We took tough topics and wrote lyrics that were simple to digest, easy to remember and playful in spirit to encourage families to sing along. When educational content for kids feels like it’s from an authority figure, we made the conscious decision to make the music feel conversational and more low-fi, so the educator in the song feels like a friend.

Right on Tracks is a series of songs designed to be a resource for parents to help teach kids the importance of kindness. Knowing kids today face a lot of challenging situations at school, we designed these songs to be a resource for parents to help navigate tough conversations with their kids. In the way Schoolhouse Rock teaches kids grammar and nursery rhymes teach kids numbers, these 4 songs teach kids about inclusion and empathy. We worked with songwriters to turn tough subjects like bullying and self identity into fun, catchy lessons with lyrics they’ll remember into adulthood.

The Right on Tracks content series encompassed 4 music videos which were posted to RightOnTracks.com as well as Cheerios’ YouTube channel. We made karaoke versions of the videos for families to sing-a-long, as well as sheet music for musicians to read along, play along and share. Additional teaser content was created for Cheerios’ owned social channels to drive awareness of the series. All 4 music tracks could also be found on a Right on Tracks Spotify album.

These videos did not have any paid support and thus relied heavily on organic pick up to spread the word.

After just 10 days of being out in the world, Right on Tracks received over 13,667,604 impressions, 4,753 unique shares and 86,771 likes and comments. This equates to an engagement rate of .64%, which surpasses the average engagement rate of food brands on Facebook and Twitter.