A Vending Machine of Sounds

In an effort to restore hearing for underprivileged and aurally-impaired children, Ogilvy & Mather Shanghai worked with NGO i-dB to create “The Vending Machine of Sounds.” Launched during the Tencent’s “99 Charity Day” initiative, this campaign – consisting of an H5, TVC and series of print ads – works to bring awareness and support to those for whom the world stays silent. There are more than 30 million young people in China with hearing loss, with around 20 million of them under the age of 7 – the optimum time to help address aural impairment and give kids the chance they need. The TVC features a hearing-impaired child named Zifeng. In his everyday life, any ordinary noise -- from birds tweeting to the rush of rainwater, from the laughter of peers to his sizzling breakfast -- carries an expensive price tag, beyond reach for his modest household. Each sound is marked at around RMB200,000 (about USD30,000) – which represents the support needed to help a hearing-impaired child. Only with generous donations can children like Zifeng possibly achieve a life rich with sound. Find out more about the charity here: www.i-db.com.cn