Stephen Arnold Music recently teamed with KRQE, Nexstar’s CBS affiliate in Albuquerque, N.M., on an inspirational original theme song, Making a Difference, for the station’s “KRQE Cares” campaign.

Now in its ninth year, KRQE Cares was developed by Carolyn Rush, the station’s media group community relations director, to address one of the biggest needs of children in a state where one out of four students live in poverty.

“Unfortunately, New Mexico ranks 50th in the nation for child well-being,” says Rush. “We work directly with Title 1 schools to put new shoes on every child in the school.”

Making a Difference is being used in promos and other marketing media supporting the annual fundraiser, which provides shoes and more to local children from families experiencing financial hardship.

The campaign runs year-round, culminating with a highly successful, back-to-school phone bank.

Built around a simple but powerful melody, Making a Difference was crafted to work with both broadcast and online media, adapt to different time formats and complement a range of visuals.

Stephen Arnold Music has collaborated frequently with KRQE Media Group, providing award-winning sonic branding and original music for each of the four television stations it operates in New Mexico.

“They created a sonic identity for a station that previously lacked one, and reaffirmed the identity of another,” says Bill Case, KRQE’s creative services director. “They customized an existing theme for the morning newscast on a third station that helped propel it from a distant third in its market to competing for number one. They’re just so good.”

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