The RNID (Royal National Institute for the Deaf) asked us to help create a digital solution to their 1 in 7 campaign.
Hearing something is better than not hearing anything at all.
The campaign encapsulates research carried out by the RNID, which found that hearing loss affects 1 in 7 people around the UK. The aim was to change people’s perceptions of the issues surrounding hearing loss, and hopefully encourage them to look after and appreciate their own hearing more.
The ads are based on an eye catching message aimed to show that those suffering from hearing loss would give anything to hear clearly again, even if that means hearing the things we wouldn’t usually want to hear, for example ‘1 in 7 would be happy to hear that their partner's ex was a better lover’.
Our solution was to take the static image from the press campaign, and bring it to life by creating a series of interactive digital posters. Programmed in Flash and using the object referencing method Microphone.get(), Flash analyses the sound levels via a microphone and modifies the graphics accordingly.
Moving in relation to noise levels around the advert, the words take the form of sound imagery, such as sound waves and equalisers and thanks to location specific messages, impact on passers-by is maximised. For example, the line at this summer’s V Festival stated ‘1 in 7 would be happy to hear that it’s going to rain all weekend.’
The campaign is just beginning but we’ve already had great coverage across industry magazines including NMA and Campaign.
