| Lions Communication 2018 | ||
|---|---|---|
| Radio & Audio Lions | Use of Radio or Audio as a Medium | Silver Lion |
Brand BRANCH OUT NEUROLOGICAL FOUNDATION
Entrant RETHINK TORONTO
RETHINK Toronto, Canada Entrant Company
RETHINK Toronto, Canada Idea Creation
VAPOR RMW Toronto, Canada Production
Aaron Starkman Rethink Creative Director
Dré Labre Rethink Creative Director
Ian Grais Rethink Creative Director
Chris Staples Rethink Creative Director
Andrew Chhour Rethink Writer
Joel Holtby Rethink Art Director
Jake Bundock Rethink Art Director
Heather Blom Rethink Broadcast Producer
Todd Harrison Rethink Digital Producer
Ken Malley Rethink Developer
Narine Artinian Rethink Print Producer
Kat Stewart Vapor RMW Audio House Producer
Dustin Anstey Vapor RMW Production House Creative Director
Ryan Chalmers Vapor RMW Sound Engineer
Scott Lyons Rethink Account Manager
Implementation
We created custom phone cards that were programmed to route outgoing calls through a Asterix VoIP phone server that modulated the caller’s voice to sound unrecognizable. A total of 1000 cards were manufactured at a total cost of approximately $250CDN, and were distributed for free from 20/02/2017 to 20/03/2017 in Toronto Canada. With permission, we aired some of the recorded conversations over the radio. The radio spots aired 19/04/2017 on the following programs: Q107 EDGE and AM 640 in Toronto. Country 105 Q107 and CHQR in Calgary. Rock 101, CFOX, AM 980 and Traffic 730 in Vancouver. We then extended the campaign online to popular podcasts, which launched on episodes between 17/04/2017 - 17/05/2017. The podcasts include: Canadaland, The Imposter, Rant & Bollox, The One Sheet, and Droids Canada. The social media responses were recorded through Facebook and Twitter.
Entry Summary
With population growth drastically rising, so is the number of older adults diagnosed with Alzheimer’s. Donations for research are desperately needed now more than ever, but a growing younger demographic has trouble truly understanding the disease. So we started distributing the phone cards on Family Day, an important Canadian holiday for reconnecting with family and close friends. Mobile use is most common within the younger demographic, and these cards let them call anyone in the world for free and experience how Alzheimer’s can turn loved ones into strangers. We then took our voice modulation technology to podcasts, which have a massive listenership within younger demographics. We could also track their reactions online through Facebook and Twitter, one of the most common communication platforms used by our target.
Brief Explanation
We created custom phone cards that let people call loved ones anywhere in the world. What they didn’t realize was that the call routed through a hacked VoIP server which modulated their voice to make the caller sound unrecognizable. After the call ended, they received pre-programmed text messages explaining why the listener couldn’t recognize them. They were also encouraged to visit the Branch Out Neurological Foundation website to learn more about Alzheimer’s research and to donate. With permission, we used some of the conversations in 60 second PSA radio spots. Then we took our voice modulation technology to podcasts. Like the phone voices, each host’s voice was modulated to sound unrecognizable. Confused listeners reacted online to the strange voice claiming to be the one they knew. At the end, the host unmodulated their voice to explain the stunt, the Branch Out Neurological Foundation and the importance of Alzheimer’s research.
Script (English)
ANNCR: To simulate the effects of Alzheimer’s, we handed out free phone cards for people to call loved ones, but they didn’t realize the call routed through a hacked server which modulated their voice to make them unrecognizable. The following is a real recording.
SFX: Phone ringing. Phone gets picked up.
FRIEND: Hello?
CALLER: Hey!
FRIEND: Hi?...
CALLER: Hey what’s up.
FRIEND: Who is this?
CALLER: It’s Meg.
FRIEND: Oh..?
CALLER: I was thinking of coming in next weekend-
FRIEND: Is this a prank? Who are you?
CALLER: Seriously? It’s Meg. How many Megs do you know.
FRIEND: No this isn’t Meg, who is this?
CALLER: Are you kidding?
FRIEND: Look I’m sorry but whatever you’re trying to do please try doing it on someone else.
CALLER: What? Susan, are you joking?
FRIEND: No look I don’t think so, I don’t have time for this sort of thing.
CALLER: Susan wait what is-
SFX: Phone hangs up.
ANNCR: Alzheimer’s turns loved ones into strangers. But with the Branch Out Neurological Foundation, we can help get brains back to their best. Learn more at branchoutfoundation.com