The work has previously been shortlisted at the Cannes Lions Health Awards 2015, went on to win a Media Bronze at the Eurobest and 2 Bronze Clio Awards - A ‘Clio Music’ Award and a ‘Clio Healthcare’ Award. It is a finalist in The One Show's ‘Advertising on Mobile’ Category this year, with the official winners' announcement due on May 13th 2016.
With 1.1 billion young people at risk of hearing loss due to too much loud music. The idea was to turn Shazam deaf. No ears in the world listen to more music than Shazam's. But on March 3rd last year, International Ear Care Day, for the first time ever, Shazam had difficulties hearing. Why? Because BBR Saatchi & Saatchi sabotaged the app's identification screen. Instead of the word ‘Listening’ appearing as usual, Shazam users were presented with an unexpected message: ‘Listening, but hardly hearing’. It was followed by the message: ‘Over 43 million people aged 12-35 can't enjoy this song’. Users who clicked on the message were redirected to the WHO’s website where they could find tips to protect their hearing.
In one day, at zero cost, the campaign reached more than 7 million music listeners across the globe. The WHO's website received a 450% increase in web visits compared to the previous year, and our message was heard loud and clear in over 180 countries.
To find out more about the campaign: https://youtu.be/qJJiSowbQSE