Meet the Listener

In the spring of 2020, NPR came to us with a challenge: to refresh the image of who their listeners are at a moment when Public Media is more vital than ever. We responded with a listener profile series and a visual campaign built around the truism, “I Heard it on NPR.”


For this campaign, work x work engaged strategy and research on millennial audiences to inform the approach. We rallied stations from coast-to-coast including WNYC in New York, WBEZ in Chicago and KQED in San Francisco to gather diverse listener perspectives which became blog pieces on NPM’s website. Our “I Heard it on NPR” tagline extended into social and digital ads, making a mark across NPM’s channels.


The “I Heard it on NPR” messaging we penned represents the value of what this media brand brings: trust, inspiration, and news that listeners are compelled to share with their communities.

More of Our Work