MullenLowe Singapore and Signia Bring Attention to Hearing Loss

In 2017, a study revealed that over 63% of people over the age of 60 suffer from age-related hearing loss, meaning high- and medium-pitched frequencies become inaudible. However, most of those with hearing loss are unaware they have issues and consider their hearing to be normal.

This is why global hearing aids manufacturer, Signia, launched a radio campaign in collaboration with MullenLowe Singapore in an effort to demonstrate the extent of undiagnosed hearing impairment in the country and to encourage elderly Singaporeans to seek help.

They designed three radio ads that work as hearing tests. The spots were engineered to incorporate frequencies, from 1500Hz to 8000Hz, into well-known tunes, "Auld Lang Syne," "Wedding March" and "Happy Birthday." People who suffer from hearing loss would be unable to hear the whole complete tune.

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