Campaign For Change:
Love Your Hearing
What frankreative made: Campaign logotype, large-scale print posters, earplug packaging, a high fidelity website prototype for desktop and mobile, social media touchpoints, and a 30-second advertisement
What frankreative did: Research into sociocultural context, Campaign Design Strategy, Design Conception, Photography, Photo Compositing, Brand Identity Design, Typesetting, Art Direction
Client: Swinburne University of Technology Assignment, 2024
The Brief: Through researching deeply into the chosen topic, it was discovered that very few attendees of loud music events wear hearing protection, with perceptions being that hearing damage was limited to older adults. The measure of success of the proposed campaign design strategy was acceptance versus refusal of free earplugs made available at event venues in combination with the design assets supporting the campaign.
Brand Strategy Logotype: Both a warning, set in aposematic colouration to attract attention from the depths of human psyche, and a representation of the solution—earplugs. This logotype has been carefully typeset to convey openness and trustworthiness while offering ideas of assuredness and comfort with its smooth curves. With colouration inspired by a classic punk album, this campaign is for lovers of music and lovers of their hearing.
Sonic Soundwaves: This print poster uses typography expressively to convey the invisible force of sound, and communicates using powerful language to connect to the risk gig-goers take when they don’t use hearing protection.
Website Warning: While ostensibly the campaign is warning of the risk associated with not wearing hearing protection, it poses questions and prompts deep thought and connection to the issue, inspiring choice.
Endless Effects: This print poster uses type and the associated sound of the letterforms to communicate the effect of the condition Tinnitus, where the phantom sounds are heard. These sounds can be a hissing, whistling, roaring or many other possible noises—and Tinnitus can become chronic. The campaign offers thought-provoking ideas, and the concept of choice and consequence.
Advertisement: This 30 second advertisement proposed for YouTube and Netflix audiences conjures the idea of consequences and choices.
Watch the advertisement here https://www.youtube.com/watch?v=N1dTdqYWEmY
Aftermath: This large-scale print poster warns of the unwelcome aftermath of sustaining hearing damage. A repeated campaign visual motif of the emanating soundwaves bolsters the visual expression of loud sound, creating a robust communication of the problem and the solution.
Insightful Instagram: This series of posts created for Instagram convey the ideas of facts and education on the subject being communicated to enable the power of choice amongst the target audience.
Enticing Instagram: This series of curated Instagram posts, when viewed on desktop, deliver a compelling and dramatic visual narrative enticing the target audience to engage with the information offered about hearing protection.
Plug Packaging: This box, sachet and metal keyring carry case bolsters brand awareness and delivers an easy, safe and hygienic way to protect hearing when at a loud music event.
Sharp and Shrieking: Clever use of expressive typography in this giant-sized printed poster communicates the negative effect of over-sensitivity to normal sounds, as experienced by those who have Hyperacusis, a form of hearing damage, and prompts ideas of there being repercussions from reverberations.
References:
Audio in YouTube advertisement obtained from:
Bainmack. (2022, February 23). Rock_song_short16.wav. Freesound. https://freesound.org/people/bainmack/sounds/621165/
Sclolex. (2013, December 12). tinnitus.wav. Freesound. https://freesound.org/people/Sclolex/sounds/210533/
