Eurobest

PLAY IT SAFE

McCANN WORLDGROUP ROMANIA, Bucharest / VIRGIN / 2017

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Overview

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Credits

Overview

Background

According to World Health Organizations, 50% of young people expose themselves to unsafe levels of sound from personal audio devices, risking permanent hearing disorders.

Virgin Radio is one of the top radio stations in Romania. Their mission is to keep listeners entertained, but also wants to keep them safe.

So they decided to make the young generation listen and turn down the volume in their headphones.

Our objectives were to make young people aware of the danger and inspire them to use headphones at a safe level.

We also aimed to grow the number of listeners on our website and increase the listening time.

We wanted to make Virgin Radio stand out among the numerous music platforms and radio stations available nowadays.

Execution

Play it Safe is an innovation of the digital broadcast of Virgin Radio Romania, created by programming an extra function into the volume button of our website.

Every time listeners turned up the volume to dangerous levels, symptoms of the most common hearing disorders took over the live broadcast. Listeners could experience living life with Hyperacusis, Tinnitus or hearing loss.

Then they heard the reveal: There is nothing wrong with the radio. This is how loud music in your headphones can affect your hearing. Play it safe.

Virgin Radio also created special radio IDs and ARMIN VAN BUUREN, INNA, STARLEY, MARKUS SCHULZ, CAZZETTE plus other artists joined our movement and created Play it Safe warnings for their songs, activated only by unsafe volume levels.

We dared people to Play it Safe on the radio, in digital, print, social media and public events – safe volume parties.

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