In the downright harrowing times in which we live, you likely have found yourself wondering things like, “How?” “Who? “Why?” (and maybe even “WTF????”)
You’re not alone in your incredulity. NPR is right there with you, and has recently unveiled a striking campaign with those very questions writ large. Working with agency Mischief @ No Fixed Address, NPR has updated their highly identifiable “NPR” logo for the first time ever, replacing the “NPR” letters with “how,” “who,” “why.”
The “For your right to be curious” campaign comes at an urgent time for NPR, who recently fell victim to a $1.1 billion public media funding cut at the hands of Congress. It’s no longer business as usual in our country, and NPR felt it time to make a statement in their own way.
“The beloved brand needed to reintroduce itself to the world with an enduring message,” penned Mischief in a press release. “The result is NPR’s boldest declaration in its history to defend your right to be curious.” The news outlet went as far as to update its headquarters signage in D.C. to “why” and “how,” with additional billboards popping up in Chicago and New York, along with a full page ad in the New York Times. The OOH campaign also includes topical questions following those core three-letter words, such as “How does AI affect my electricity bill?” and “Why are groceries still so expensive?”
The campaign extends beyond out of home and into the digital as well, featured across NPR’s website and social platforms. And of course there’s merch to go along with the campaign too, which will soon be available for limited time through the NPR Shop.
“Curiosity is the fuel of a functioning democracy,” stated Mishka Pitter-Armand, chief marketing officer at NPR. “NPR is essential civic infrastructure built to protect the right to inquiry. As a cornerstone of American life for over 50 years, this work is our pledge to the public: we will continue to provide the trusted context you need to explore the world, encouraging every American to keep listening and asking the hard questions.”
“NPR feeds a basic, but strong human need — curiosity,” added Greg Hahn, co-founder and chief creative officer with Mischief. “NPR’s power lies in the questions that come from our curiosity and the interesting, unexpected ways journalists help answer them. With a simple reframe, we sought to link the iconic NPR brand with the words so often at the initial spark of curiosity.”
Answers might be in short supply these days, but continuing to ask questions remains more important than ever.