Our town’s local NPR station–long on reputation with the learned elite (Curious reporting! Seasoned hosts! Terry Gross!)–needed a bit of a nudge. So we launched an awareness campaign aimed beyond name recognition and straight for a motivated relationship with our kind of listeners: those who have questions, want answers, care about the other side of the argument and like being the smartest guys at the water cooler.

The proposition? GET MORE INTERESTING. A comment on the unmatched smorgasbord of content as much as a comment on the consumer who has such an appetite, Get More Interesting is a campaign platform for the frankly curious.