Title | SAYLISTS |
Brand | WARNER MUSIC GROUP |
Product/Service | PLAYLISTS |
Category |
A05. Data / Insight |
Entrant
|
ROTHCO, PART OF ACCENTURE INTERACTIVE Dublin, IRELAND
|
Idea Creation
|
ROTHCO, PART OF ACCENTURE INTERACTIVE Dublin, IRELAND
|
Production
|
ROTHCO, PART OF ACCENTURE INTERACTIVE Dublin, IRELAND
|
Additional Company
|
WARNER MUSIC London, UNITED KINGDOM
|
Credits
Conor Cunniffe |
Rothco, part of Accenture Interactive |
Copywriter |
Rob Maguire |
Rothco, part of Accenture Interactive |
Creative Director |
Shane O’Riordan |
Rothco, part of Accenture Interactive |
Design Director |
Bronagh O'Donnavan |
Rothco, part of Accenture Interactive |
Strategist |
Aisling Clarke |
Rothco, part of Accenture Interactive |
Art Director |
Sam Caren |
Rothco, part of Accenture Interactive |
Art Director |
Niall Eccles |
Rothco, part of Accenture Interactive |
Developer |
Hannah Gallagher |
Rothco, part of Accenture Interactive |
Post Producer |
Jessica Derby |
Rothco | Accenture Interactive |
Executive Producer |
Cristiane Schmidt |
Rothco, part of Accenture Interactive |
Art Director, Designer, Motion Designer, Editor, Stop Motion Artist |
Raphael DaSilva |
Rothco, part of Accenture Interactive |
Art Director, Designer, Motion Designer, Illustrator, Animator |
Gabriel Teixeira |
Rothco, part of Accenture Interactive |
Art Director, Designer, Motion Designer, 3D Generalist |
Paul Power |
Rothco, part of Accenture Interactive |
Video Editor |
Ray Swan |
Rothco, part of Accenture Interactive |
Agency Creative Director |
Jen Speirs |
Rothco Part of Accenture Interactive |
Executive Creative Director |
Alan Kelly |
Rothco, part of Accenture Interactive |
Chief Creative Officer |
Richard Carr |
Rothco, part of Accenture Interactive |
CEO | MD Accenture Interactive |
Patrick Hickey |
Rothco, part of Accenture Interactive |
Executive Chairman |
Zara Flynn |
Rothco, part of Accenture Interactive |
Managing Partner Rothco Accenture Interactive |
Sean Cushen |
Rothco, part of Accenture Interactive |
Senior Account Manager |
Lauren McNinney |
Rothco, part of Accenture Interactive |
Agency Resource & Operations |
Clair Fleming |
Rothco, part of Accenture Interactive |
Agency Resource & Operations |
Background
As part of Warner Music Group’s corporate social responsibility, they support initiatives in music with positive social impact. Musicians have long used their art to help with speech sound disorders (including WMG’s Ed Sheeran), so this area was a perfect fit.
Speech and language therapists have an arsenal of tools at their disposal which can help their patients. Most of these patients are children, however, which raises a problem that most tools can’t overcome - how to keep kids engaged in their therapy.
We set out to provide speech and language therapists with a unique and accessible new tool that could help their patients practise the sounds they struggle with in a way that doesn’t bore them: by reimagining speech therapy within the world of popular music.
Describe the creative idea
Repetition is key to overcoming a Speech Sound Disorder, but for kids, repetition is boring. Except when it happens in music. Warner Music teamed up with Apple Music to analyse over 70 million song lyrics, isolating songs in which particular sounds occur in particular patterns that are beneficial for speech therapy. These songs were collated into Saylists: playlists categorised by problem sounds, providing an easy, accessible, and enjoyable way for kids to practise the sounds they have trouble with, simply by singing along to their favourite songs.
Describe the strategy
Saylists is a first-of-its-kind approach to therapeutic repetition – one of the most widely used, and simultaneously mundane, speech articulation tools available to therapists. The key difference between the therapeutic repetition found in Saylists and that found within traditional therapeutic repetition is simple. Singing along to great songs is fun, repeating a few cold phrases off an A4 page isn’t.
This sentiment is especially applicable to our target audience, a group which overlaps both the audience for pop music, and the age-group most likely to have a Speech Sound Disorder (SSD): young people. Saylists provides this cohort with an easily accessible way to practise the sounds they struggle with in a way that’s fun, engaging and – most importantly – not boring.
Describe the execution
Saylists is a first-of-its-kind approach to therapeutic repetition – one of the most widely used, and simultaneously mundane, speech articulation tools available to therapists. The key difference between the therapeutic repetition found in Saylists and that found within traditional therapeutic repetition is simple. Singing along to great songs is fun, repeating a few cold phrases off an A4 page isn’t.
This sentiment is especially applicable to our target audience, a group which overlaps both the audience for pop music, and the age-group most likely to have a Speech Sound Disorder (SSD): young people. Saylists provides this cohort with an easily accessible way to practise the sounds they struggle with in a way that’s fun, engaging and – most importantly – not boring.
List the results
Saylists have been enthusiastically welcomed and praised by people around the globe, with Spain’s El Mundo newspaper describing it as ‘Apple’s next great invention’.
Most important was the incredible response from the speech and language community. Saylists are being recommended by therapists, and used in therapy sessions; the Royal College of Speech and Language Therapy expressed their excitement at the project’s release, and the department of English Language Teaching at Cambridge University has gone so far as to publish lesson plans based on Saylists and how they can be used in classrooms. Due to the massive response, Apple Music are now planning to expand the project into other countries around the world, with playlists specific to languages beyond English.