Our Telco client Vodacom, wanted to play its part in reducing the number of children living with some kind of hearing disability or challenge, particularly in light of the fact that in South Africa screening is not mandatory.
#HearingChallenge
The WHO estimates 34 million children live with mild-to-disabling hearing loss.
Client
- Vodacom
Office
- Johannesburg
Challenge
Idea
In order to capture GenZ’s attention, the agency team worked with up-and-coming local musicians, influencers and the national hearing test app HearZA, to bring this campaign to life. The team turned to social media and gamification, working alongside an audiologist from HearZA and popular South African musicians Lady Du, Slikour, DJ Stresser and Given Kanu to recreate a hearing test on TikTok.
We used the methodology of a speech-in-noise test to create an Amapiano song; Amapiano is a subgenre of house music that emerged in South Africa in the mid-2010s. The song acted as a hearing pre-screening test, and was launched as an interactive filter. Those who passed the test helped us reach more people by sharing their "test" on TikTok. The challenge encouraged those who had trouble completing the screening to download the HearZA app, where they could then undergo a clinically approved test.
We felt there had to be a better way to capture GenZ's attention and make them aware of the prevalence of hearing problems. We came up with an innovative idea that uses social media to get more to test their hearing.
Simon Fabricius
Creative Director at VML
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