King Salman Center for Disability Research / Saudi Arabia / 2022Digital & Tech · Experiential · Film
Sound of the Flag.
For the 92nd National Day, the King Salman Center for Disability Research launched a wearable Saudi flag that lets deaf and hard-of-hearing people feel the national anthem as vibration.
- Brand
- King Salman Center for Disability Research
- Agency
- SRMG Labs
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2022
The challenge
The anthem is at the heart of National Day, yet many Saudis with hearing loss had never experienced it. The centre wanted no citizen to be left out of the celebration because of a disability.
The idea
SRMG Labs came up with a flag whose fabric carries sensors and actuators that turn the anthem, captured in real time, into touch patterns on the wearer's body; London-based CuteCircuit built it. Flags were handed to deaf citizens on National Day, and a film recorded people feeling their anthem for the first time.
Results
- More than 1 million organic views, according to the awards entry board
- More than US$1.5 million in earned media and more than 60 million reach, according to the awards entry board
- 98.13% positive sentiment and the top trending topic on National Day, according to the awards entry board
Case study source: Arab News Source ↗
