I Love My Ears

Amplifying I Love My Ears' mission to raise awareness about hearing protection, we rolled out the Doppies campaign with a comprehensive content strategy – first building momentum and PR around Amsterdam Dance Event, then launching a second flight in 2025. Using high-impact hero content we developed across social media, ADE's Live Feed and widespread OOH placements, we ensured the message reached the heart of electronic music's vibrant scene.

To deepen the message, we partnered with a selection of artists from the ADE community who are strong advocates of hearing protection, including Ray Fuego, Cynthia Spiering, Laura van Dam and Tjade. Each shared personal stories about the importance of ear protection, supported by key partners like Stichting Nachtburgemeester Amsterdam and all ADE venues. Additionally, we enlisted independent creators from the music industry to drive awareness further and distribute earplugs to festival-goers.

In the run-up to ADE, the campaign gained traction across multiple media channels. We secured coverage in news articles, newspaper interviews and segments on TV and radio, followed by columns and opinion pieces. While the primary goal was to reach young adults aged 18-24, the campaign also achieved long-term PR visibility and sparked the conversation on hearing protection at a national level, including the political arena.

Building on the dancefloor-minded momentum we created in October, we expanded our campaign to more mainstream audiences in 2025 to create broader awareness for hearing protection, and tell new stories with Ronnie Flex, Meau and Luuk van Dijk.