DONT JUST HEAR. LISTEN by McCann Tel Aviv for The Institute For The Advancement Of Deaf Persons In Israel

DONT JUST HEAR. LISTEN

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Industry Racial/Ethnic/Handicapped/Minority Awareness
Media Promo & PR, Case study
Market Israel
Agency McCann Tel Aviv
Creative Director Itay Galon
Art Director Naor Itzhak
Released March 2011

Credits & Description

Category: Best Use of Screens
Advertiser: THE INSTITUTE FOR THE ADVANCEMENT OF DEAF PERSONS IN ISRAEL
Product/Service: RAISING AWARNESS FOR DEAF PEOPLE
Agency: McCANN ERICKSON ISRAEL
Date of First Appearance: Mar 23 2011
Entrant Company: McCANN ERICKSON ISRAEL, Tel Aviv, ISRAEL
Vice President Creative: Tal Raviv/Eldad Weinberger (McCann Erickson)
Creative Director: Itay Galon (McCann Erickson)
Art Director: Naor Itzhak (McCann Erickson)
Account Manager: Limor Tubul (McCann Erickson)
TV Production Manager: Neva Zerah (McCann Erickson)
Agency Producer: Orly Vilenski (McCann Erickson)
Media placement: TV - TV Commercial - March 23, 2011

Insights, Strategy & the Idea
Our obejective:
Increasing awareness of the general public to the fact that deaf people have little to no accessibility to public media.

The Insight:
Unless you're deaf, you don't really notice how many TV shows aren't "deaf-friendly".

Creative Execution
We wanted to catch the attention of the viewers in an unconventional and disruptive way, so we approached Israel’s largest brands and asked them to contribute airtime and advertising. They agreed.

While a commercial for the brands was broadcasted on the screen, the viewers heard an alternative soundtrack with narration:

"Over half a million deaf people don't really know what's going on in this Rexona (e.g.) ad.
In fact, most of the TV broadcast in Israel is inaccessible to them.
You can help – go to deaf-access.co.il to help deaf people in Israel enjoy television the way we do.
THE INSTITUTE FOR THE ADVANCEMENT OF DEAF PERSONS IN ISRAEL"

Results and Effectiveness
Thousands of viewers became aware to the issue overnight.

The campaign received immediate reactions in the media – both online and offline.

It caused a vibrant discussion in social networks and online forums, and raised awareness to the subject at many broadcast companies in Israel.