2019 Winners & Shortlists

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Short List
BrandHEARLIFE CLINIC
Product/ServiceAUDIOLOGY TESTS
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryBrand-led Education & Awareness
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement 2 UM MENA Dubai, UNITED ARAB EMIRATES
PR FP7/DXB Dubai, UNITED ARAB EMIRATES
Production MINT MENA Dubai, UNITED ARAB EMIRATES
Production 2 BKP MEDIA GROUP Dubai, UNITED ARAB EMIRATES

Describe any restrictions or regulations regarding Healthcare communications in your country/region (imposed by healthcare regulatory bodies, government, TV stations, etc.)

Healthcare communications in the UAE undergo rigorous testing. Claims cannot be made that aren't true or without supporting evidence or without approval of medical bodies. To ensure authentic scientific and medical accuracy, every step involved hearLIFE’s certified audiologists to support claims that were granted approval by the Dubai Health Authority.

Describe the target audience

We were targeting people across UAE, who could be affected by hearing impairment themselves or know someone who might be affected. 81% have little awareness regarding hearing impairment. 40% who notice they have hearing issues wait for up to 6 months. Average time to seek professional help is 10 years!

Write a short summary of what happens in the radio advert

We discovered early sufferers of hearing loss, lose the ability to hear sounds above 4 kilohertz. Using the same science of a hearing test, mixing frequency and decibels to test what a patient can hear, we disguised our radio spot in the style of wildlife documentaries, featuring dolphins that communicate in the same high frequencies that sufferers first lose. To make the radio and audio experience an interesting one, we hired an impersonator of the famous David Attenborough, to pull listeners in from the first second, as he reported from what sounded like the ocean. Very simply, listeners who couldn’t hear the dolphins were likely to be suffering from hearing loss and for the first time, they could self-diagnose for signs of hearing impairment.

Cultural/Context information for the jury

In the UAE, over 410,000 people suffer from hearing impairment. And 96% of those who are diagnosed with hearing impairment, have been found to not be aware of the symptoms and warning signs. Early diagnosis is known to prevent hearing conditions from worsening. But, symptoms aren’t obvious. hearLIFE Clinic, an audiology clinic in the UAE, wanted to educate people about hearing loss. But, awareness was low and getting people to visit the clinic and take a hearing test was going to be difficult. We needed to make checking for hearing impairment easy and accessible for people across the UAE.

Script: Provide the full radio advert script in English.

60” Dolphins SFX: Small boat on water sounds. MVO: Today we’re searching for bottlenose dolphins. MVO: The key to finding them will be our ears, and a rather clever underwater microphone. MVO: Let’s see what we can hear. SFX: Splash. SFX: Underwater sounds. SFX: Dolphin 1/ 60DB. MVO: Incredible – so close. MVO: A dolphin has a distinctive whistle. MVO: It’s how they locate and recognize other schools or family members… SFX: Dolphin 2 / 40DB MVO: And right on cue, there’s the reply far in the distance. It seems our dolphin has found his family. It won’t be long until they are reunited again. MVO: As they head into deeper waters, let’s see if we can hear them one last time… SFX: Dolphin 3/ 20DB at 4 kiloHertz frequency. MVO: There, could you hear them? MVO: Because those suffering from hearing loss may not. MVO: This was more than just a dive into nature; this was a way of testing your hearing. MVO: If you couldn’t hear the dolphins, or had to turn up the volume, then book an appointment with hearlifeclinic.ae.

Credits

Name Company Role
Oliver Robinson FP7 McCann Dubai Executive Creative Director
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Michael Boszko FP7 McCann Dubai Copywriter
Filipa Mauricio FP7 McCann Dubai Art Director
Vicky Kriplani FP7 McCann Dubai Senior Account Director
Rey Amio FP7 McCann Dubai Senior Digital Art Director
Souraya El-Far MINT MENA Regional Head of Production
Jana Saad MINT MENA Producer
Chris Atkins BKP Media Group Sound Engineer
Darren Altman BKP Media Group Voice Artist
Paul Banham FP7 McCann Dubai Executive Creative Director