People with age-related hearing loss can hear sounds around 1500Hz but struggle to hear them around 3000 and 8000Hz. We took the readjusted frequencies of instruments and used them as music notes to create three well-known tunes in the radio ads. The melodies of our tunes were readjusted so at least half the notes fall beyond the 3000Hz range. For anyone who has hearing problems, notes will begin to disappear when they listen to the tune.

At the end of the spot they are advised “If the music didn’t sound right, get your hearing checked”. Once they realize they have a hearing problem, they can consider using a hearing aid.