NBCUniversal Lends 'Wicked: For Good' Magic to Education Through Music and PhillyCAM With Its Creative Impact Lab

NBCUniversal employees partnered with Education Through Music (ETM) and nonprofit agency PhillyCAM through the award-winning Creative Impact Lab, which leverages NBCUniversal's storytelling expertise to give back to the communities where we live and work.

Drawing inspiration from the beloved musical Wicked and its iconic soundtrack, employees served as creative mentors on the project, tapping into their skills to help the youth participants produce a compelling piece that highlights ETM's mission.
 
Go behind the scenes with NBCU employees and the teams at Education Through Music and PhillyCAM as they dive in on the opportunity to leverage a cultural phenomenon to make an impact.

NBCUniversal Employees

Can you take us behind the scenes of the creative process – what was it like collaborating with Education Through Music on this PSA?

Henry Ong (Franchise Management and Marketing, Universal Pictures): Working with Education Through Music felt like one of those projects that just comes together in a special way. Wicked: For Good is rooted in the idea of lifting others up, and here we were supporting young creatives who are finding their own voices.

Ed Pkropski (Cable Creative and Marketing): Working with ETM on this PSA was very seamless. They have such a passion for their mission and clear goal to inspire children through music education. That made the direction of the PSA and how it pertained to the theme of being changed for good in Wicked work as a really strong connection.

Marie Dilemani (Corporate Social Responsibility): Education Through Music showed up as a great client. They had a clear mission, achievable goals, and a wonderful bevy of success stories for us to mine – including the perfect school for us to film at. They were responsive collaborators who were open to taking the storytelling advice they were offered

^{PhillyCAM team setting up their next shot}

Out of all the projects you touch in your day-to-day, how did this experience stand out or feel different?

Henry: I spend a lot of time focused on global impact, but this project brought the impact right in front of me, where it's really about helping young people shine. This partnership is a great reminder that storytelling can change someone's sense of what is possible for them.

Ed: Taking a step back and expressing some of our common practices both creatively and operationally was a nice way to examine our own viewpoints and collaborate well with partners outside of NBC.

Marie: I have the pleasure of overseeing the Creative Impact Lab in my role as VP of Comms & Marketing for CSR. Being able to serve as a Creative Council Member and experience the Lab from within was not only an informative experience for my day job but also allowed me to fully dive into creative brand guidance, which is how I spent the first 10 years of my career at NBCUniversal at Local and MSNBC.

Did anything surprise you as you explored this iconic music through the lens of a nonprofit mission like Education Through Music?

Marie: I've been joking that this film's title is a CSR marketer's dream – let's do something *for good*! So while it wasn't totally surprising, it was gratifying to see the film's themes lend themselves so well to telling the story of a nonprofit organization.

Henry: There wasn't a surprise, but I loved how the themes of Wicked connected with their mission: belonging, courage, and friendship. The power of dreaming bigger.

Ed: Nothing was really a surprise, it was more like a confirmation that music can be a shared experience no matter how big or small.

^{PhillyCAM team directing shot with Education Through Music students}

Mentorship played a big role in this project. What are some of the key values or lessons you hope to have passed on to the young creatives involved? And what did you learn from the young creatives from PhillyCAM?

Ed: I hope we passed along the idea of thinking big while also keeping a message clear and simple. I think we learned from them that there is no such thing as overcommunication. They were good about asking for detailed feedback and then incorporating it in a timely manner.

Henry: I hope they walked away knowing that their voice matters. Creativity is not a privilege, it is a superpower. 

Marie: I have been so impressed by PhillyCAM's young creatives. This was an incredibly high-profile project with many cooks in the kitchen, and they handled creative feedback from pre- to post-production with grace and enthusiasm. I hope I helped them learn how to digest feedback productively and show up in a solutions-oriented way, and that knowing your source material well can help you be the strongest storyteller possible. As a proud Wicked nerd, that was easy to model!

^{Education Through Music students viewing production monitor}

What's your favorite song from Wicked, and why does it resonate with you personally or creatively?

Marie: I played Elphaba in high school so this is a loaded question! I'm going to stick to what's coming…what I love about "No Good Deed" and "As Long As You're Mine" is we see Elphaba come to some tough conclusions about life, but she's ultimately coming into her own, following her heart, and doing what's best for her. There's so much vulnerability and bravery in the second act – and the vocals that Cynthia Erivo is about to unleash on us…I'm not sure the world is ready! But I can't wait see us all experience it on November 21.

Henry: "Defying Gravity." It is the anthem for anyone who has ever been told to stay in their lane. When I was younger, it was rare to see stories and characters who looked like me. This song represents choosing to rise anyway. To push forward and trust that you will soar. Creatively, that is the spirit I want to bring into every project I touch.

Ed: "Defying Gravity" is iconic but I really like "The Wizard and I." It's Elphaba's "want" song and it has so much hope built into it. The impact, loss, and change that comes later doesn't hit as hard without this song.

^{PhillyCAM cameraman preparing shot}

Education Through Music with CEO Janice Weinman

"For Good" is such a powerful anthem. How does this song resonate with the core mission of Education Through Music?

Janice: "For Good" beautifully reflects the heart of Education Through Music's mission – the belief that music has the power to transform lives and uplift communities. The song's message of connection, gratitude, and lasting impact mirrors ETM's commitment to using music as a bridge that unites students, educators, and communities in the pursuit of positive change. "For Good" inspires us to recognize the harmony in collaboration – leveraging one another's strengths to achieve collective good and create a legacy of hope and empowerment through music.

What does the partnership with NBCUniversal mean for your organization, and how has it helped you amplify your impact?

Janice: Our partnership with NBCUniversal has been a powerful catalyst for amplifying Education Through Music's mission and impact. It allows us to share the transformative power of music education with a broader audience, shining a spotlight on how music enriches students' lives and nurtures vital life skills such as discipline, creativity, collaboration, and confidence. NBCUniversal's support helps us inspire the next generation of learners and leaders – ensuring that every child, regardless of background, has the opportunity to experience the joy and empowerment that music brings.

What skills have you learned from collaborating with NBCUniversal's creative executives throughout this campaign that will help set you up for success in this media industry?

Janice: Working alongside NBCUniversal's creative executives has been an invaluable learning experience for ETM. We've gained a deeper understanding of how to craft messages that are both concise and impactful communicating the heart of our mission within moments that truly resonate. This collaboration has sharpened our ability to identify what matters most, distilling complex ideas into clear, emotionally compelling stories that connect with audiences far beyond our usual reach. We've learned the art of storytelling with purpose – balancing creativity and clarity to inspire action and amplify our voice in powerful, lasting ways.

What message or feeling are you hoping viewers take away after watching the PSA?

Janice: We hope viewers walk away inspired by the profound impact of music education – and moved to see it as something truly worth supporting, offering, and valuing. Music is not just an art form; it's a vital part of a child's growth. It strengthens social and emotional development, enhances academic success, and nurtures creativity and confidence. Most importantly, music brings joy. It gives students the chance to express who they are, to find their voice, and to share it with the world. Through this PSA, we want audiences to feel the transformative power of music and to recognize that by investing in music education, we're helping young people discover their potential and build brighter futures – for good.

Do you have a personal favorite song from Wicked? What makes it meaningful to you?

Janice: As a former musical performer, I find something powerful and moving in every song from Wicked, but my personal favorite is "Defying Gravity." Its message of courage, self-belief, and breaking free from limitations deeply resonates with me. The song reminds me that when we rise above doubt – our own and others' – we can create real change and inspire others to do the same.

"Defying Gravity" uplifts me and reignites my drive to do good, to dream boldly, and to help others discover the strength of their own voices – much like what we strive to do every day through music education.

^{PhillyCAM crew member checking shot in monitor}

PhillyCam Employees

What does the partnership with NBCUniversal mean for your organization, and how has it helped you amplify your impact?

Laura Deutch (Education Director): The partnership has allowed us to extend professional development opportunities to our youth program participants as well as former student interns. They are gaining direct experience working with clients, learning how to pitch ideas, refine scripts, working on set, and get feedback on the editing process. As an organization committed to shifting representation within the media industry, this opportunity allows us to pay an equitable rate to emerging mediamakers as they build their portfolios and careers in the industry.

What message or feeling are you hoping viewers take away after watching the PSA?

Ramses Montes (Producer): I'm hoping viewers feel inspired. I hope that it makes them realize just how many opportunities are at their fingertips, so that they reach out to Education Through Music and other organizations like it, and build communities together.