Listen Carefully, a hearing awareness campaign, used the power of celebrities, in-school assemblies, and a strong visual identity to send its message to teens
Starkey Hearing Foundation wanted to combat the phenomenon of young people losing their hearing at an unprecedented rate. At Lybba, we came up with a public awareness campaign called Listen Carefully.
The challenge was to reach teens with a hip campaign to capture and hold their attention long enough to send the relatively uncool message of ear protection. We used contemporary styles for the campaign logos, with a an urban grayscale with bright orange palette. Our team was able to secure the cooperation of a few celebrities to be in a nationally published USA Today advertising campaign and to perform at school assemblies in order to gain traction with this notoriously difficult-to-reach audience. After presenting them with our campaign materials, Miley Cyrus (pre-Wrecking Ball!), the Massie brothers, and others agreed to lend their brand to this effort.
I introduced the audio volume graphic, created the style guide, and selected photography. I also created many deliverables in association with Listen Carefully, including advertising, physical banners and signage, a microsite, and others.