1.1 billion young people risk of losing their hearing because of loud music.

The last thing they want to hear is "turn it down".

So how do you share such an unpopular message with them?

You turn Shazam deaf.

We enlisted the help of the world's biggest ear and on International Ear Care Day,

For the first time ever, Shazam had difficulties hearing.

On March 3rd, International Ear Care Day, instead of the word “Listening” appearing as usual,

Shazamers were presented with an unexpected message:

“Listening, but hardly hearing".

and then another: “Over 43 million people aged 12-35 can't enjoy this song”.

Users who clicked on the message were redirected to WHO’s website with tips about protecting their hearing.

In one day. At zero cost. We reached more than 7 million music listeners across the globe.

The WHO's website received a 450% increase in web visits compared to last year.

Raise awareness among world youth to the dangers they run when listening to their music too loud.

Offer up concrete solutions and tips on how they can make their hearing safer.

Shazam's song identification 'mobile' screen usually shows the word "Listening", but on March 3rd, users received an unexpected message from the app: “Listening, but hardly hearing".

Then an additional powerful message was shared with users in a banner: “Over 43 million people between the ages of 12-35 are not able to enjoy this song”And users were redirected to the WHO’s website to learn more and get tips about how to protect their hearing and make listening safe.

In just one day, at zero cost, the campaign was seen and experienced by 7 million people across the globe.

The WHO achieved a + 450% increase in visits to their International Ear Care Day websites Vs the previous year.

But most importantly, an audience who didn't even want to hear about ear care, started to listen.

Smartphones are today to Millenials what Walkmans were once to the kids of the 80's.

It is the predominant way they listen to music.

So we decided that if our campaign was to be successful it would need to reach them in the most contextually relevant way:

on their smartphone

on their absolutely most favorite music app

right when they are about to listen to music.

Hearing loss within the young target demographic has in recent years become a growing problem.

Youngsters listen to a lot of music, mostly using headphones,at increasingly high volumes.

The result is 1.1 billion youngsters are now at risk and need to be warned and coached on how to make listening safe again.

While this is an important message, it also is one most of them do not want to listen to.

We decided to make them.