The task was to attract the attention of young people in particular to the growing problem of hearing impairment in an effort to have them get their hearing tested. Because the earlier a hearing impairment is diagnosed, the better it can be treated.
Many people suffer from hearing problems without even realizing it, and since they’re not even aware of this deficit, it’s extremely hard to convince them to get tested. The idea we came up with was as simple as it was effective: We brought the hearing test to the people! Live on the radio, an advert that sounded different for hearing-impaired people than for people with normal hearing. An actual hearing diagnosis over the radio.
The radio spot was designed to sound different for hearing-impaired people than for people with normal hearing. How? By broadcasting some of the words of the radio spot in a high-frequency range that can’t be heard by people suffering from a high-frequency hearing impairment. People with normal hearing heard some very quiet-sounding words, while hearing-impaired people couldn’t hear those words at all. For them, the high-frequency words simply came across as irregular gaps in the radio spot.