WBEZ turns to Burnett for CPR

WBEZ-FM, Chicago's public radio station, wants to revive andinspire stressed out, overly taxed minds.

Especially young adult minds.

In a new pro bono print and outdoor campaign from Leo Burnett setto launch Sept. 2, WBEZ-FM (91.5) will zero in on the 21-to-39-year-old target demographic with print work that is subtly--very subtly--humorous. The station's new tagline, "Bring Your Mind Back to Life"clearly presents the station's new brand positioning. The campaignmarks WBEZ's first major branding effort in more than five years.

"Our listeners say that public radio programs are invigorating andstimulating," said Torey Malatia, WBEZ president and general manager.So Malatia hopes the new ad effort will introduce more younglisteners--the ones advertisers covet the most--to the station'sprovocative programming. WBEZ marketing manager Bryan Lambert said 44is the average age of WBEZ listeners currently.

Burnett group creative director Ann Ream and her team have come upwith quietly hip, uncluttered print executions that play off thestation's ID as Chicago Public Radio. As in CPR. As incardiopulmonary resuscitation. "We needed an idea that is trulyownable," said Ream.

One print piece shows a group of very bored looking, spaced outyoung adults sitting in a row of chairs with a single line of copy:"No vital signs?" A red line leads the eye from the copy to theChicago Public Radio ID at the bottom of the ad, where the taglinealso is positioned.

Other print pieces portray a variety of routine, dull scenarios,including staring at a computer screen, taking the bus to work ordoing laundry at a laundromat. Many of the people who appear in theprint work are Burnett employees who are also WBEZ fans. PhotographerJeff Stella shot the campaign.

WBEZ's new print ads will run in local daily and alternativenewspapers. Versions also will appear on CTA buses and on the backsof Checker Cab receipts.

E-mail: llazare@suntimes.com