BRIEF: To make hearing loss visible to the younger generation

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The three-phase campaign for Action on Hearing Loss would be based on a brand partnership with Spotify. To increase awareness about deafness in the UK, the campaign targets Millennials through an experiential activation, social media and a public event.

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Insights & Idea Development

‘Millennials are changing the very face of nonprofit giving.’

#1 – Millennials are always digitally connected

#2 – Millennials are always sharing information with others

#3 – Millennials want to be able to relate their own story to the cause they’re supporting.

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Phase 1: The Spotify Activation

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One day between 3:00 pm and 3:30 pm, when the most Millennials use Spotify (Cummings, 2016), all songs played by users will produce audio abnormalities resembling hearing problems, instead of the desired music. They will include silence, the sound of a steady tone and an underwater sound effect. The users will be confused and surprised and think there is a Spotify error or glitch. They will take their frustrations to Twitter and Facebook creating a viral conversation.

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Phase 2: Social Media Campaign

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The response to the public reaction on social media will consist of organic and targeted paid ads and direct personalised comments on Twitter and Facebook. These responses will be sent immediately in response to complaints and published in their public comments section under their posts. They will also include boldly designed posters featuring broken instruments that symbolically visualise hearing loss and compliment the Spotify activation. The posters will convey messages about the size of the hearing loss problem in the UK and include the #SoundOfSilence hashtag.

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Phase 3: The Whisper Challenge event

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The last element of the Sound of Silence campaign will be a promotional event held in the Westfield Shopping Centre in London. The event’s concept will be based on a popular ‘Whisper Challenge’ where the participants need to lip read and guess what the other person is whispering from a distance. This challenge will demonstrate to members of the public the difficulties which those with hearing loss face when trying to communicate in their everyday lives.The people involved in the activity will have a chance to win a Spotify Premium Account. During the event, volunteers will be handing out goodie bags which include brochures about sign language to spread awareness about the cause and educate the public.

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Success measurements via social media channels:

• Social media mentions about Action on Hearing Loss and the campaign

• Frequency of using #SoundOfSilence hashtag

• Amount of online and print media coverage

• Amount of participants at the event

• Social media posts and mentions during the promotional event