Cannes Lions
SANCHO BBDO, Bogota / EXITO FOUNDATION / 2015
Awards:
Overview
Entries
Credits
Description
300.000 students can have auditive dysfunction, unless it is detected on time with an audiometry. But, for half the population that lives in the countryside, there are any place near to take the test.
So we create Radiometries: a nursery rhyme that turned into a free audiometric test
With simple sung commands, the song asks the children to respond with movement, like a choreograph. The commands are given in different frequencies and volume levels, the same used in a professional audiometry.
If the child does not respond one of these commands, there could be a problem and he should be taken to a doctor as soon as possible.
Execution
A nursery rhyme that became a free hearing test for those who couldn’t afford it
With the help of professional speech therapists, we created a nursery rhyme that could detect hearing problems in kids.
The song asks them to respond with simple movements to simple orders in the song. These orders are given in different frequencies and volumes, the same that professional audiometries use. If the child doesn’t respond to one of these orders, she could have a hearing problem, and the professor or parent should take her as soon as possible to a doctor.
Outcome
3000 thousand children were exposed to Radiometries in controlled environments, 120 were tested by a speech therapist, under the suspicion they could have hearing problems. Of these 120, 18 children presented real problems and are now being properly treated. Reaching these 3000 kids in a remote exam would have cost nearly U$80 per kid, Radiometries reached the 3.000 with zero investment.
4.000 children are being tested in the public schools that have requested the test.
Radio stations opened up to talk for the first time about the problem. Parents are now well aware of the need to take the test.
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