This campaign, by London-based hat-trick design makes young people aware of the dangers—permanent damage to hearing—of listening to loud music for too long. Following on the heels of the identity the studio designed last year, the campaign consists of 48-sheet posters (including a special-build), a cinema ad, posters and flyers. The series conveys some frightening statistics: 90 percent of people have experienced ringing in the ears after a night out; the decibel levels at some night clubs reach 11dB (the same as a pneumatic drill); 10 percent of adults in the UK experience mild tinnitus and 1 percent of adults have tinnitus that affects the quality of their life.