Ogilvy creates vending machine of sounds to raise funds for deaf kids in China

Ogilvy has created a ‘Vending Machine of Sounds’ as part of a fundraising and awareness campaign for a charity that helps hard of hearing children in China.

A video ad shows everyday sounds with a price tag attached to them, highlighting the cost attached to restoring children’s hearing.

The donation platform behind the campaign is a “Vending Machine of Sounds” that integrates a donation function via Wechat payment, and can be shared in people’s Wechat Moments thread. The sounds include the brush of cotton or a music box – which a contributor will receive on their phone after donating. This virtual machine allows people to easily donate small amounts – up to RMB50.

“We worked to see life through the eyes of hearing-impaired kids,” says Joe Wu, O&M Shanghai creative director and lead for the TVC and print campaign. “Sound for them is like looking through a glass window; a transparent, but tangible barrier keeping them from fully experiencing the world. Using this insight, we came up with the idea of sound as a luxury. In the video and the print campaign, we gave every sound from daily life an expensive price tag – more or less RMB200, 000. The contrast between the normalcies of those sounds paired with the expensive cost is meant to shock people into action.”

Yao Xuesong, president of the i-dB Foundation, added: “i-dB aims to bring a better life to hearing-impaired children. This campaign by Ogilvy creates an interesting vending machine of sounds and a touching video to drive awareness for i-dB and it smartly utilizes social media to aggregate small donations.”


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