Brief:
Get NPR listeners
Who like its news and culture reporting
To download the NPR One app
By communicating how it can help them understand the complex issues they're interested in

The idea:
The NPR One app learns the kinds of things you like to listen to, then offers similar podcasts, interviews and news, automatically.

Less searching, more listening (and learning).

And the key insight was that because the app understands what you want to listen to, it’s easier to learn about the world around you. It’s like your own personal broadcast.

The digital and OOH campaign helped communicate its big benefit: Every time you tap the Play button, you get the information you’re interested in, instantly.