CAPTIONS
Action on Hearing Loss // Ad Campaign
2019
Many people expose themselves to dangerously loud sounds and put their hearing at risk without even realizing the consequences of their actions. 24% of American adults aged 20-69 show signs in his/her hearing test of noise-induced hearing loss. This type of hearing loss occurs when an individual is exposed to sounds over a certain decibel. However, noise-induced hearing loss is 100% preventable. 
The goal of this campaign is to reach a large audience and educate people who don’t know the dangers of these loud sounds by mimicking what it would be like to not be able to hear. The target audience are not people with a hearing impairment, but instead those who can hear perfectly fine. The print ads are meant to stimulate only being able to read/see and not hear. The captions in the ads are meant to be large and right in the middle of the imagery. This is done so they come across as an unnecessary nuisance. There is also an Instagram account meant to go with the campaign, which will post imagery/videos with giant captions in the middle, just like the print ads. There will be a sweepstakes held on the account, which will give away specialized pairs of Beats headphones, to appeal to the younger part of the target audience. The overall goal of the campaign is to scare people with good hearing into taking better care of their hearing.
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