ABOUT

BRIEF
Shure were releasing a new ultra-compact, high-fidelity wireless lavalier microphone called ‘MoveMic’. It’s a rival to well established lavalier mics such as Rode Wireless Go II but has a distinct advantage, being significantly smaller, with 24-hour battery life and offers more versatility (such as the ability to record 2 channels of audio directly to a phone), and portability for creators.

MoveMic’s audience was mobile journalists, videographers and creators. Instead of a product campaign that focused on technical features — we needed to highlight the possibilities of what those features could enable if put in the right hands. And represent the chroniclers of culture making MoveMic famous for ‘putting you at the frontline of culture’.

OBJECTIVES
Our objectives were:
Punch above its weight and gain earned media.
Excite audiences about the possibilities of MoveMic
Share a unique use case
Reinforce Shure’s belief that ‘your voice is powerful’
Make an impact in culture

IMPACT
The impact of this project is just beginning; Shure is providing audio equipment to the Living Tongues Institute that enables them to complete their vital work for years to come. The complete linguistic study and safeguarding of the endangered Munda languages has a long term impact.
The 'No Voice Left Behind' project has garnered attention from various eminent publications like Forbes and The Week, expanding reach to diverse audiences including journalists, linguists, and local Munda communities. Plus we’ve engaged a whole new set of audiences, from journalists to linguists and local Munda communities. The work is now being cited and referenced in articles about MoveMic's role in helping endangered languages. It has begun to create awareness and drive conversation, which has also bolstered Shure's reputation as a brand invested in nurturing diverse cultures and voices.
Overall, the project has achieved its set objectives, marking a significant stride in cultural conservation.

CULTURAL CONTEXT
This is an era of rapid language extinction and a language dies every three months. Shure and the Living Tongues Institute for Endangered Languages are partnering to help safeguard vulnerable languages and cultural diversity. Their first project together documents Santhali, a language from India's northeast, which aims to aid the understanding of the endangered Munda languages, a number of which are critically endangered, helping protect them from extinction.