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Award: Wood Pencil

Wood Pencil / Radio Advertising / Innovative Use of Radio / 2015

Audiometric tests aren't commonplace in Colombia. Parents don't realise their children may have auditory dysfunction, and children don't realise their hearing isn't as it should be either. Sancho BBDO used the power and reach of radio to test the hearing of the entire population. With the help of phonoaudiologists, they created Radiometries. Using simple sung commands, the song asked children to respond to tests with movement. Commands were given in different frequencies and at various volume levels, mirroring those used in professional audiometry. In a country where radio reaches 98% of the population, the Radiometries were broadcast for several weeks, from Monday to Friday, during the hours kids arrive home from school. If children failed to respond to any commands, it was indicative of a problem with their hearing.

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