WBEZ turns to Burnett for CPR

WBEZ-FM, Chicago's public radio station, wants to revive andinspire stressed out, overly taxed minds.

Especially young adult minds.

In a new pro bono print and outdoor campaign from Leo Burnett setto launch Sept. 2, WBEZ-FM (91.5) will zero in on the 21-to-39-year-old target demographic with print work that is subtly--very subtly--humorous. The station's new tagline, "Bring Your Mind Back to Life"clearly presents the station's new brand positioning. The campaignmarks WBEZ's first major branding effort in more than five years.

"Our listeners say that public radio programs are invigorating andstimulating," said Torey Malatia, WBEZ president and general manager.So …