I Heard It On NPR | Sponsor-Facing Campaign

I Heard It On NPR was a sponsor-facing campaign for National Public Media, created to help brands and media buyers understand the value of NPR’s audience. Built around the line “I Heard It On NPR” and the campaign frame “Meet The NPR Listener,” the work positioned NPR listeners as culturally engaged, attentive, and deeply connected to public media.

I helped shape the visual direction, messaging system, and sponsor-facing storytelling, translating NPR’s trust and audience quality into a clear campaign platform. The work reframed sponsorship as something aligned with public media’s mission, not separate from it, and extended across multi-format digital placements designed for trade and media-buying contexts.