| Title | DEAD AIR |
| Brand | BUNDESVERBAND KINDERHOSPIZ |
| Product/Service | BUNDESVERBAND KINDERHOSPIZ |
| Category |
A02. Use of Audio Platforms |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency 2
|
SERVICEPLAN HEALTH & LIFE Munich, GERMANY
|
|
Media Agency
|
TK-ONE Duesseldorf, GERMANY
|
|
Production Company
|
NEVEREST Munich, GERMANY
|
|
Production Company 2
|
INSTANT RECORDS Munich, GERMANY
|
|
Production Company 3
|
ISARMUSIK Munich, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Mike Rogers |
Serviceplan Health/Life |
Executive Creative Director |
| Christoph Bohlender |
Serviceplan Health/Life |
Creative Director/Copywriter |
| J. Jackson |
Serviceplan Health/Life |
Copywriter/Art Director |
| Sven Hartmann |
Serviceplan Health/Life |
Graphic Designer |
| Chris Hirschäuser |
Freelancer |
Cinematographer/Director |
| Joerg Altner |
Instant Records Ton und Medienkonzept |
Producer |
| Anett Gruenbeck |
Neverest |
Creative Producer |
| Manuel Kotulla |
Neverest |
3-D/Special Effects |
| Tanja Kerner |
Neverest |
3-D/Special Effects |
| Robert Csakvari |
Neverest |
3-D/Special Effects |
| Thomas Koch |
tk-one |
Mediaberater |
| Lukas Bohlender |
Isarmusik |
Music Producer |
Brief Explanation
In Germany there are 40.000 terminally ill children.
To answer their incredibly difficult questions, the German Association of Children’s Hospices set up the helpline, Oskar.
To show the importance of a helpline dedicated to answering the questions that no one else can answer, we worked together with a terminally ill child, Sebastian. On World Hospice Day he called in to a live talk radio-show to ask the host his tragic question.
After a shocking 12 seconds of dead air on live radio we provided the message:
When others fall silent... We are here with answers.
The Children's Hospice Helpline 0800-8888-47-11.
Results and Effectiveness
The emotional impact that “Dead Air” had on the public was seen instantly.
Donations to the German Association of Children’s Hospices tripled immediately after the experience aired.
The poignancy and immense success of “Dead Air” enabled it to be repeated and spoken of on Germany’s national radio station, “Deutschlandfunk”.
Due to the massive impact of "Dead Air", the project will be rolled out internationally.
Creative Execution
We worked together with Sebastian, a brave terminally ill child and his family, to create an experience that would appear on live-radio during one of Germany’s most popular call-in shows.
Sebastian was able to ask the host his tragic question, one of many questions that terminally ill children and their families often ask.
We cooperated with a popular radio broadcast station and arranged for the experience to occur, seamlessly, during a conversational call-in, maximum impact.
To reach as many people as possible, we ensured that the experience happened during the show with the channels highest listenership.
Insights, Strategy and the Idea
A live radio event in the form of a striking conversation was chosen to communicate the necessity of a dedicated children’s hospice helpline.
Only using this medium were we able to provide a live experience of the kind of heart-breaking questions that terminally ill children and their families often ask and demonstrate to the broad public, how important a dedicated children’s hospice helpline really is.
A live call-in radio show and its telephone hotline, as a platform that provides answers to listeners questions, was the perfect media setting for us to communicate the importance of a dedicated professional helpline.