In short
Hearing damage is no joke, but earplugs aren’t always top of mind for festival-goers. Test-Aankoop wanted to make protecting your hearing cool, practical, and accessible for young people who love loud music. Enter the “Ear to Protect” campaign, where giant ears danced through festival grounds, a seamless website made custom earplugs easy to order, and social media turned up the volume on awareness.
The challenge
The challenge was twofold: make hearing protection resonate with a young, carefree audience and encourage them to take action. Traditional health campaigns risked being ignored, so we needed a creative approach that would cut through the noise while keeping things fun and memorable.
The insight
Festivals are both the problem and the solution. They’re where young people are most vulnerable to hearing damage, but also where they’re most reachable. By meeting the audience where they’re already gathered, we could deliver a message that felt immediate, relevant, and impossible to ignore.
The outcome
The “Ear to Protect” campaign blended creativity, humor, and practicality to achieve its goals. Giant dancing ears roamed festival grounds, waited in line for the famous Dixi’s, ordered hamburgers and fries, drank beer and danced in the crowds. All the while handing out ear-shaped flyers with clear info on hearing damage and details about a group deal for custom earplugs.
Online, the www.eartoprotect.be platform became the hub for registrations, with retargeting ads ensuring no one forgot the message after the music faded. Social media campaigns amplified the effort, using humor and festival vibes to keep engagement
