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Bekol / Organization of Hard of Hearing People: Sonar Invasion
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Many young adults suffer from hearing deficiencies, and many aren’t aware of this at all. They believe only old people suffer from this condition.
Bekol, the Organization of Hard of Hearing and Deaf People in Israel, wanted to raise awareness to the issue, but had a hard time reaching the target audience. The solution was to use a medium young adults use most, their smartphones. Agency BBR Saatchi & Saatchi, Israel, together with 'Bekol', , created Sonar Invasion a mobile game which is also a hidden hearing test. Using headphones, users were invited to listen and work out where the enemy torpedoes trying to destroy the submarine are coming from. At the end of the game, users had a surprise coming: without realizing it, during the game they underwent a hidden hearing test which was developed in association with 'Bekol'. If a hearing problem was detected the player was directed to call Bekol's helpline directly from within the game. Within a few days, Sonar Invasion got thousands of downloads and ranked 3rd place in the app store educational games category. It also entered the top 10 in the action games category. Bekol's helpline received thousands of calls from young people calling directly from within the app.
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