Developed the central concept around the earworm effect.
Brand systems and AI team workflows.Hands-on from first sketch to live product.
hello@dashaaa.comPortfolio, EST 2026©
( Visual case · 03 )
Hearing-loss awareness campaign
A social campaign that used the song already playing in people’s heads to make hearing loss impossible to ignore.
ClientPivnyk Foundation · Vandog Agency
RoleConcept · Art Direction
FormatSocial Impact Campaign
Timeframe2025 · ADC*UA shortlist 2026
( Project idea )
A familiar lyric can make a melody play in your head without sound. The campaign uses that reflex to reveal its absence: defenders who lost hearing through blast injuries cannot hear what everyone else takes for granted.
( My ownership )
One idea across every public touchpoint.
The concept had to stay immediate from the first lyric to the final donation prompt.
Led art direction across outdoor, social, and digital touchpoints.
Built the visual language from phonetic lyrics and audio-player cues.
Adapted one idea across formats with Vandog agency.
( Selected applications )
One song, heard across the city.
Make people hear a song without playing a note.
Elongated lyrics trigger an instant melody in the reader’s mind. The reveal changes that familiar reflex into empathy for defenders who can no longer hear it.
Turn remembered sound into a visual signal.
Stretched typography carries the rhythm of sung words. A blurred colour field behaves like an equalizer, while player controls make each message feel paused rather than silent.
Give every song its own emotional frequency.
The blurred fields shift between electric pink, blue, green, yellow, orange, and black. Each pairing changes the mood while preserving one recognisable campaign behaviour.
Put the unfinished song into everyday places.
The system moves from citylights to walls and transit without losing the idea. Each placement catches the eye as a music player, then asks the viewer to confront who cannot press play.
Move from recognition to a concrete reason to help.
The landing page explains hearing loss caused by blast injuries, introduces the foundation’s work, and turns the campaign’s emotional hook into a direct path to donation.
Let one clear idea travel beyond its original campaign.
Radio Pivnyk: Do You Hear It? was shortlisted at ADC*UA Awards 2026, extending the foundation’s message from public space into the creative community.
( Campaign website )
From remembered lyric to measurable action.
One scrolling story connects the earworm insight, the scale of hearing loss, and a direct path to support.
( Why it matters )
Make the scale impossible to scroll past.
60%of combat injuries involve acoustic trauma
30,000+defenders need surgery to restore hearing
3,500hearing operations can be performed each year
( Artists in support )
Familiar voices donated the lyrics people already know.
Ukrainian artists turned recognisable lines into campaign triggers, expanding one message across audiences and songs.
( Reflection )
The strongest medium was the audience’s memory.
A few stretched words made people hear the song themselves. That imagined sound made its absence personal.