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Silent Echoes: Making Hearing Loss Visible

The aim is to raise awareness and understanding around hearing loss, targeting Millennials through immersive experiences. By partnering with a popular brand, we utilize disruptive audio experiences on Spotify to engage and educate. The campaign triggers social media conversations, visualizations, and interactive challenges, such as the Whisper Challenge in malls. Through organic and paid promotions, we drive engagement and share important information about hearing loss prevention and support. Key performance indicators, measured through Cision, include social media mentions, campaign frequency, media coverage, event participants, and social media posts. This initiative intends to make "hearing loss" no longer an invisible condition but a well-understood one.

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Silent Echoes: Making Hearing Loss Visible

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  1. #SoundOfSilence

  2. Objective To make hearing loss no longer the ‘invisible condition’

  3. Strategy By creating an immersive and visual experience that demonstrates hearing loss

  4. Targetaudience ‘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. Sources: (Hawthorne, 2017)

  5. Key Insights Partnership with a brand who have a huge following among Millennials Lack of awareness amongst Millennials Lack of precaution amongst Millennials to prevent hearing loss Educate the target audience with a medium they respond to Engage and educate the target audience, in an immersive experience linked to hearing loss/deafness Communicational barrier between those who can hear and those with hearing loss Sources: ("Hearing Loss Awareness Survey", 2017)

  6. Phase 1 – Spotify Activation • #SoundOfSilence • 30 minutes of disruptive audio abnormalities • Trigger for social media actvity among the users • 72% of 5.7 mln UK Spotify users are Millennials • Spotify: collaborative, sincere, passionate Sources: (Music for everyone, 2017), (Cummings, 2016), (Cutlack, 2016), (Whatley, 2016)

  7. Phase 2 – The Social Conversation What the heck happened on spotify today? GLITCH! Spotify has a glitch! WTF man :/ • Immediate response to people who complain or post about the ‘Glitch’ • Creating a conversation that will boost the virality of the campaign • Introducing Visualisation material to those affected • Promoting the hashtag It’s frustrating when your music wont play, isn’t it? 11Million people in the UK have this problem every day Yeah I had the same thing! I’m trying to listen to my bae bieber! Yeah it sounded like it was under water!!? What is that? Buggsymalone is just not the same when he’s blowing bubbles. Mine sounded like a storm outside, wind and rain sounds, even some thunder??? The spotify glitch is very suspicious. What are they doing with all our data? VERY Suspicious indeed! Oh Wow! Hearing loss is BAD! VERY BAD! The Fake news has been hiding this problem for years! Spotify is now being investigated in regards to connections with Russia. Rumour that there is tapes! Who’s tapes? Bad people! The ear bud industry really has some BIG things to answer for! Announcing a travel ban for all ear bud company employees FAKE NEWS EVANGELISTS It’s frustrating when your music wont play, isn’t it? 11Million people in the UK have this problem every day Sources: (Twitter. It's what's happening., 2017)

  8. Phase 2 – The Visualisation

  9. Phase 2 – The Visualisation

  10. Phase 2 – Organic and Paid Promotion Sources: (Music for everyone., 2017), (Action on Hearing Loss, 2017)

  11. Phase 3 –The Whisper Challenge • A two person game • One player wears noise cancelling headphones • The other player whispers phrases to them • The aim of the game is to lip read and guess correctly what the phrases are • The fourth most popular challenge on YouTube

  12. Phase 3 –The Stunt • Set in the open space of shopping malls. • Have a stage, encourage members of the public to do the whisper challenge. • Those who take part will receive a special three months free Spotify premium membership • Action on Hearing Loss and Spotify branding across media wall. • There will also be free tote bags given out throughout the event.

  13. Cision Research Media Lists Measurements Tip-off Press release Search for content Find key insights Track campaign coverage Increased awareness

  14. Key Performance Indicators (KPI’s) Measured Using Cision: • social media mentions about the charity and campaign • #SoundOfSilence frequency • online & print media coverage • amount of participants during the event • social media posts and mentions coming from the promotional event

  15. Round up Phase 3 Phase 1 Phase 2

  16. Questions ?

  17. References: Action on Hearing Loss (2017). Available at: https://www.facebook.com/actiononhearingloss/ (Accessed: 27 November 2017). Cummings, C. (2016) Infographic: 72% of Spotify Listeners Are Millennials. Here's How They Use the Service, Adweek.com. Available at: http://www.adweek.com/brand-marketing/infographic-what-marketers-need-know-about-millennials-music-habits-170869/ (Accessed: 25 November 2017). Cutlack, G. (2016). Spotify Has Twice the UK Users as Apple Music. [online] Gizmodo UK. Available at: http://www.gizmodo.co.uk/2016/06/spotify-has-twice-the-uk-users-as-apple-music/ [Accessed 27 Nov. 2017]. Dredge, S. (2014) Spotify app Guilty Pledgers raises money for charity from cheesy tunes, the Guardian. Available at: https://www.theguardian.com/technology/2014/mar/04/guilty-pledgers-spotify-charity-app (Accessed: 25 November 2017) Gilliland, N. (2017) Lastminute.com partners with Spotify to target music-loving travellers, Econsultancy. Available at: https://econsultancy.com/blog/69032-lastminute-com-partners-with-spotify-to-target-music-loving-travellers (Accessed: 25 November 2017). Hawthorne, J. (2017). 6 Ways Millennials Are Changing Charitable Giving - Business Connect World. [online] Business Connect World. Available at: https://businessconnectworld.com/2017/05/02/6-ways-millennials-are-changing-charitable-giving/ [Accessed 25 Nov. 2017]. Heltai, G. (2017). What Millennials’ YouTube Usage Tells Us about the Future of Video Viewership. [online] comScore, Inc. Available at: https://www.comscore.com/Insights/Blog/What-Millennials-YouTube-Usage-Tells-Us-about-the-Future-of-Video-Viewership [Accessed 18 Nov. 2017]. "Hearing Loss Awareness Survey" (2017). London. Home - Spotify for Brands (2017). Available at: https://spotifyforbrands.com/us/ (Accessed: 25 November 2017). McIntyre, H. (2016) Forbes Welcome, Forbes.com. Available at: https://www.forbes.com/sites/hughmcintyre/2016/04/20/millennials-are-leading-the-spotify-revolution/#e3090075b782 (Accessed: 25 November 2017). Smith, C. (2017) 63 Interesting Spotify Statistics, DMR. Available at: https://expandedramblings.com/index.php/spotify-statistics/ (Accessed: 25 November 2017). Spotify (2017). Available at: https://en.wikipedia.org/wiki/Spotify (Accessed: 25 November 2017). Whatley, S. (2016). Spotify’s core values. [online] HR Blog. Available at: https://hrblog.spotify.com/2016/09/02/spotifys-core-values/ [Accessed 27 Nov. 2017].

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