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  • SUB CATEGORY :
    USE OF CONTENT
  • ENTRANT COMPANY :
    CJ WORX, BANGKOK
  • TITLE :
    THE ORDINARY LIFE HEARING TEST
  • BRAND :
    THE FOUNDATION FOR THE DEAF
  • ADVERTISER :
    THE FOUNDATION FOR THE DEAF
  • AGENCY :
    CJ WORX, BANGKOK
  • CHAIRMAN :
    SAHARATH SAWADATIKOM
  • CHIEF CREATIVE OFFICER :
    SAHARATH SAWADATIKOM
  • EXECUTIVE CREATIVE DIRECTOR :
    VUTTICHAI CHONGSANGUAN/CHALOTORN NUANTHONG
  • CREATIVE DIRECTOR :
    VUTTICHAI CHONGSANGUAN/CHALOTORN NUANTHONG
  • ART DIRECTOR :
    CHALOTORN NUANTHONG/MAVADEE VITAYAPRADIT/
    SAHARATH SAWADATIKOM
  • COPYWRITER :
    VUTTICHAI CHONGSANGUAN/PHANISA WANGSUK/
    NAWAPORN SUETRONG
  • AGENCY PRODUCER :
    SARALRAT CHALERMSRIPINYORACH
  • ANIMATOR SPECIAL EFFECTS :
    SEREEPHAP SOURTANGLAI
  • EDITOR :
    PAWARUTH LOKRUD
  • ACCOUNT DIRECTOR :
    PATTARANUN DEESONTHICHOT
  • MEDIA AGENCY :
    SPORE, BANGKOK
  • SENIOR MEDIA BUYER MANAGER :
    KANOKKORN INTHASARO
  • SENIOR MEDIA BUYER :
    PRINYA SINHASENI
  • PR AGENCY :
    SPORE, BANGKOK
  • FILM PRODUCTION COMPANY :
    CYPHER.FILM, NONTHABURI
  • DIRECTOR :
    THANARAM PRAMEBOON
  • DIRECTOR OF PHOTOGRAPHY :
    PIYA CHAROENWITTI
  • CAMERAMAN :
    YODCHANOK CHOTTHANAPHAISAN/PATTAWAT CHUASUK/
    SUPAWIN SRISAMRAN
  • FILM PRODUCER :
    ANFARUT MADORO
  • EDITOR :
    PIYA CHAROENWITTI
  • SOUND PRODUCTION COMPANY :
    MELLOW TUNES, BANGKOK
  • SOUND DESIGNER :
    ARTIT VONGMETTA
  • SOUND ENGINEER :
    PHANUWACH ARGARBTHONG
  • SOUND PRODUCER :
    KRITTIYA KEAMAROJANAVONG
  • MUSIC DIRECTOR :
    SIWAT HOMKHAM
  • CAMPAIGN SUMMARY :
    Many Thai people neglect hearing checks, leading to a growing epidemic of hearing loss, even among younger generations. To address this, the Foundation for the Deaf partnered with over 30 popular Thai content creators for 'The Ordinary Life Hearing Test,' turning everyday content into simple hearing tests. These videos help viewers detect early signs of hearing loss in the critical 2,000-4,000 Hz range. If viewers struggle to hear sounds in this range, it could indicate an early sign of hearing loss. With no budget, the campaign earned 30 million organic views, effectively providing hearing tests to 30 million people.
    Early detection through this campaign has the potential to reduce the deterioration of hearing loss by up to 80%.
  • CREATIVITY/IDEA/INSIGHT :
    According to the World Health Organization (WHO), 2.7 million people in Thailand are currently affected by hearing loss, with this number expected to rise if proactive measures are not taken. This growing health concern affects not only the elderly but also younger generations. WHO further predicts that 1 in 10 Thais could be at risk of hearing loss without even realizing it. Despite the critical importance of early detection, many people remain unaware of the signs of hearing loss. At the same time, social media has become a dominant part of everyday life, with people spending hours on platforms like YouTube, Facebook, and TikTok. To make hearing check-ups more accessible and seamlessly integrate them into people's lives, we transformed ordinary lives into opportunities to test hearing. The Foundation for the Deaf partnered with popular Thai content creators across various genres. Together, they turned their videos into tools that help people detect hearing loss in the critical 2,000-4,000 Hz range. Viewers are encouraged to pay attention to these sounds as they watch the videos or listen to podcasts. If they struggle to hear them, it might be an early sign of hearing loss.
  • STRATEGY :
    The campaign targets a broad audience, spanning both younger and older generations, as hearing loss affects all age groups. We seamlessly integrated hearing tests into the daily lives of Thai people through the media they already consume. To expand our reach, we partnered with over 30 popular Thai content creators from various genres. This approach allowed the audience to participate effortlessly in the hearing tests while enjoying their favorite contents.
  • EXECUTION :
    The Foundation for the Deaf partnered with over 30 popular Thai content creators, including influencers, YouTubers, podcasters, and other digital creators, to ensure the campaign reached a diverse and broad audience. Each piece of content featured high-frequency sounds in the 2,000-4,000 Hz range, which are often the first to be affected by hearing loss. As viewers and listeners engaged with the content, they were subtly tested for hearing loss. A message would appear in the video, suggesting that if they had difficulty hearing these frequencies, they should consider getting an audiology check-up.

  • RESULT :
    Within just three days, the campaign garnered 30 million organic views, turning everyday content consumption into a groundbreaking public health initiative. This means 30 million people unknowingly participated in a hearing test, raising awareness about hearing health in a way that felt effortless. Most importantly, early detection through this campaign has the potential to reduce hearing loss deterioration by up to 80%
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