Don’t Lose the Music is a national campaign launched by Royal National Institute for Deaf People, the charity representing the 9 million deaf and hard of hearing people in the UK. The campaign aims to highlight the danger of listening to music too loudly – Their work mainly focusing on exposure to loud music

I was asked to create a direct mailer campaign that would grab the attention of 13 to 18 year-olds. The campaign was to be light-hearted yet attention-grabbing enough to engage with the target the audience.

My hope was that the charity would work directly with musicians in order to engage their devoted fan base. This create a captive marketing campaign where the recipient would already be invested in the mailer.

Upon opening the ticket to their favourite artist’s concert the member of the Shark Face Gang would be led to believe that they were about to hear a brand new release. The box would begin to play a new track as they and as they turned it up the sound would get louder and eventually cut out. The box would then be damaged, no longer able to play the new song demonstrating the damage done to their ear.


  • Mailer
  • Youtz