How a campaign about hearing damage found its audience in the same place that causes it.

How a campaign about hearing damage found its audience in the same place that causes it.

How a campaign about hearing damage found its audience in the same place that causes it.

The Brief

Anushka Manchanda is an Indian singer, songwriter, and performer with two decades of work across Bollywood, independent music, and electronic sound, and an audience that lives in the same spaces the campaign was trying to reach. Safe Ears was her initiative to raise awareness about hearing damage caused by prolonged exposure to dangerous decibel levels in clubs, bars, and concerts. The brief was to build a campaign that actually got through to the people most at risk, who also happen to be the people least likely to listen.

Industry

Entertainment

Services

Video Production · Campaign · Content Strategy · Artist Collaboration

Category

A PSA campaign, dressed in the language of nightlife

Client

Anushka Manchanda

The Challenge

Public health campaigns have a familiar look. Concerned-looking experts, dramatic voiceovers, a statistic on a black screen at the end. They work for the people already convinced. They don't work for the 24-year-old at a Bandra club at 1am with the bass cranked. Safe Ears couldn't afford to sound like a PSA, or it would die the second it started looking like one. It had to feel like content that belonged on the same feed as the music, the nightlife, and the culture it was trying to protect.

The Brief

Anushka Manchanda is an Indian singer, songwriter, and performer with two decades of work across Bollywood, independent music, and electronic sound, and an audience that lives in the same spaces the campaign was trying to reach. Safe Ears was her initiative to raise awareness about hearing damage caused by prolonged exposure to dangerous decibel levels in clubs, bars, and concerts. The brief was to build a campaign that actually got through to the people most at risk, who also happen to be the people least likely to listen.

Industry

Entertainment

Services

Video Production · Campaign · Content Strategy · Artist Collaboration

Category

A PSA campaign, dressed in the language of nightlife

Client

Anushka Manchanda

The Challenge

Public health campaigns have a familiar look. Concerned-looking experts, dramatic voiceovers, a statistic on a black screen at the end. They work for the people already convinced. They don't work for the 24-year-old at a Bandra club at 1am with the bass cranked. Safe Ears couldn't afford to sound like a PSA, or it would die the second it started looking like one. It had to feel like content that belonged on the same feed as the music, the nightlife, and the culture it was trying to protect.

The Brief

Anushka Manchanda is an Indian singer, songwriter, and performer with two decades of work across Bollywood, independent music, and electronic sound, and an audience that lives in the same spaces the campaign was trying to reach. Safe Ears was her initiative to raise awareness about hearing damage caused by prolonged exposure to dangerous decibel levels in clubs, bars, and concerts. The brief was to build a campaign that actually got through to the people most at risk, who also happen to be the people least likely to listen.

Industry

Entertainment

Services

Video Production · Campaign · Content Strategy · Artist Collaboration

Category

A PSA campaign, dressed in the language of nightlife

Client

Anushka Manchanda

The Challenge

Public health campaigns have a familiar look. Concerned-looking experts, dramatic voiceovers, a statistic on a black screen at the end. They work for the people already convinced. They don't work for the 24-year-old at a Bandra club at 1am with the bass cranked. Safe Ears couldn't afford to sound like a PSA, or it would die the second it started looking like one. It had to feel like content that belonged on the same feed as the music, the nightlife, and the culture it was trying to protect.

THE APPROACH

We built the campaign around a simple idea, meet the audience where they already are, in the language they already speak. The videos were styled to feel native to nightlife, not adjacent to it. Anushka herself anchored the series, which gave the message credibility no celebrity endorsement could have manufactured. This wasn't a brand telling people to be careful. It was an artist who lives in this world, talking to the people who live in it with her.

THE WORK

A video series for the Safe Ears campaign, conceived, scripted, and produced end to end. Each piece built to live natively on social, with Anushka as the central voice. Designed to start a conversation about hearing health in the exact rooms where hearing health gets damaged the most.

THE OUTCOME

The campaign racked up over 642K views, significant for a PSA in a category where most awareness content struggles to break five figures. More importantly, it landed where it needed to: in the feeds of people who go out, who play music loud, who hadn't thought twice about their ears until Anushka asked them to.

For us, it was a reminder that public service work doesn't have to look like public service work. The most effective message is the one that doesn't announce itself as a message.

Let's Connect

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for a brief like yours.

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Let's Connect

contact-bg

We've been waiting
for a brief like yours.

We say that to everyone. We mean it every time.

Get in touch

Let's Connect

contact-bg

We've been waiting
for a brief like yours.

We say that to everyone. We mean it every time.

Get in touch

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