How do you know if you don’t ask questions? American non-profit media organisation, NPR (National Public Radio) is inciting curiosity to underline its commitment to sharing what people need to know. It has altered its logo – on its headquarters, billboards, and social media across the country. The campaign, For your right to be curious, by Mischief @ No Fixed Address, has changed NPR’s famous letters to “how”, “why” and “who”. It is fighting for Americans’ right to ask questions both big and small.

The logo has also been given a new purpose. It draws attention to questions, many from listeners, and connects directly to the NPR programs that answer them. The questions are real and urgent to the moment we’re in, from “How does AI affect my electric bill?” to “Why are groceries still so expensive?” to “How is my farm going to survive?”

“Curiosity is the fuel of a functioning democracy,” stated Mishka Pitter-Armand, chief marketing officer at NPR. “NPR is essential civic infrastructure built to protect the right to inquiry. As a cornerstone of American life for over 50 years, this work is our pledge to the public: we will continue to provide the trusted context you need to explore the world, encouraging every American to keep listening and asking the hard questions.”

The campaign follows a year of sustained political attacks against NPR, including Congress’ rescission of US$1 billion in funding for public media. The questions serve as a rallying cry to solidify the permanence of NPR’s mission of providing trustworthy, reliable journalism that helps people to understand the world – and show that curiosity can’t be silenced. 

The full campaign includes video, social media activations, a print placement in the New York Times, and limited-edition merchandise available on the NPR Shop.

“NPR feeds a basic, but strong human need – curiosity,” stated Greg Hahn, co-founder and chief creative officer with Mischief. “NPR’s power lies in the questions that come from our curiosity and the interesting, unexpected ways journalists help answer them. With a simple reframe, we sought to link the iconic NPR brand with the words so often at the initial spark of curiosity.”