Media: Case film
Client: HearLife Clinic
Agency: FP7 Dubai
Copywriter: Michael Boszko
Art Director: Filipa Mauricio
Account Director: Vicky Kriplani
Regional Head of Strategic Planning: Tahaab Rais
ECD: Paul Banham
Senior Creative Director: Oliver Robinson
Senior Digital Art Designer: Rey Amio
Regional Head of Production (Mint): Souraya El-Far
Producer (Mint): Jana Saad
Voice Artist (BKP): Darren Altman
Sound Engineer (BKP): Chris Atkins
Overview/Description:
Created by HearLife Clinic and FP7 in Dubai, “Lost Frequency” is a series of self-diagnosing radio adverts for hearing loss. With 500,000 people affected with hearing loss in the UAE, the challenge for HearLife was to get the 35% of sufferers unaware they have a problem, to take a hearing test.
The early symptoms of hearing loss are difficulties hearing high frequency and low sounds, often only discovered in an audiology exam. In the examination, ranges of sounds tested patients hearing: those unable to hear above 4kHz+ are diagnosed with hearing loss.
To make the test something everyone would want to listen to, the team took the science of a hearing test and disguised it as wildlife documentary. Because birds, crickets and dolphins all naturally sing in the 4kHz+, they could use these animals to help self-diagnose hearing loss.
In a series of 3 radios, take a quick dive with dolphins, listen to the birds, and join thousands of crickets on a summer’s night. For the first time, those who didn’t know they had a problem were self-diagnosed and offered a solution.