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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. 

This screenshot of USAToday.com shows our advertisement on the top banner as well as the small banner on the right that advertised a sweepstakes to meet Miley Cyrus.

This screenshot of USAToday.com shows our advertisement on the top banner as well as the small banner on the right that advertised a sweepstakes to meet Miley Cyrus.

The Listen Carefully logo and brand motifs (black and white photograph with bright orange digital sound traces at the bottom) were used throughout the campaign.

The Listen Carefully logo and brand motifs (black and white photograph with bright orange digital sound traces at the bottom) were used throughout the campaign.

We curated a contemporary photographic treatment and subject style for use in the campaign.

We curated a contemporary photographic treatment and subject style for use in the campaign.

We created a four-page microsite within Starkey's larger site to spotlight the campaign.

We created a four-page microsite within Starkey's larger site to spotlight the campaign.

This brochure shows the standard identity without celebrity endorsement.

This brochure shows the standard identity without celebrity endorsement.