NPR’s New Ads Promise to Help You Become ‘Fully Awake’ to the Truth

MAL\For Good crafts campaign for Morning Edition

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NPR is adding its voice to the chorus of ad campaigns from journalistic organizations over the past year that emphasize the importance of the truth, and the search for it, in the age of Trump and fake news.

New ads for Morning Edition, NPR’s nationally broadcast morning show, were created by MAL\For Good, the social impact agency within TBWA. They include two brand spots, “Wake Up” and “Listen,” narrated by Morning Edition hosts Steve Inskeep, Rachel Martin and David Greene. The campaign also includes out-of-home ads.

The theme is “Fully Awake,” which aims to emphasize that NPR delivers listeners the truth about the world around them. It also ties in nicely to Morning Edition’s particular time slot.

See the spots here:

The campaign’s message is a lofty one, but the goal of the ads is more practical—to expand Morning Edition’s audience in four specific markets where the ads will run—Pittsburgh, Phoenix, Salt Lake City, and Austin, Texas.

“NPR reaches 99 million people each month,” Meg Goldthwaite, chief marketing officer at NPR, tells AdFreak. “With these new ads we hope to grow that audience. The media landscape is cluttered and people are bombarded with unreliable information. We want listeners to know where to find a trusted companion in NPR News.”

She adds: “NPR is on the radio, in your car, on your smart speaker, on your phone, and online. We want to encourage new people to experience what it is like to wake up to Morning Edition’s combination of local, national and international news. With Morning Edition, people will feel ready to face the day, fully awake to the world around us.”

“‘Fully Awake’ stands for optimism, empathy and truth,” adds Julia Plowman, managing director at MAL\For Good. “The campaign illustrates the importance of starting your day with trusted, in-depth journalism and taps into the fact that listeners literally wake up to Morning Edition. It is an honor working with NPR to grow their listenership.”

Check out the OOH work below.

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@nudd Tim Nudd is a former creative editor of Adweek.