Friday, June 22, 2012:
SapientNitro, part of Sapient (NASDAQ: SAPE), has won a Gold Radio Lions award for Earphone Bully, an anti-bullying interactive experience for kids, at the Cannes Lions 58th International Festival of Creativity. Earphone Bully took the gold award in the “Best Use of Music and/or Sound Design” category. The Cannes Festival of Creativity is the most prestigious international advertising and creativity showcase, drawing more than 34,000 entries from all over the world.
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Earphone Bully, created by SapientNitro, encourages children to speak up against bullying by reaching them through a familiar and personal channel. For a generation glued to their earphones, Earphone Bully puts the listener in the shoes of a silent victim, prompting them to take action to stop bullying.
The website (http://www.earphonebully.org/) pushes beyond traditional radio and utilizes 3D digital sound for maximum emotional impact. The audio track, delivered by SapientNitro in partnership with radio specialist Eardrum Australia, prepares kids for schoolyard bullies through an interactive experience that promotes empathy and understanding for bystanders, parents and bullies themselves.
SapientNitro developed Earphone Bully in consultation with an anti-bullying professional. It can be easily customized by organizations anywhere in the world to add their local support. In addition, Earphone Bully knows over 500 names, so when it is shared with others, it will personalize the experience using a friend’s name.
Ralph Barnett, Creative Director, Australia, at SapientNitro, said: “Earphone Bully employs 3D digital sound through headphones, enabled in mobile and web, which is where the audience is found these days. It’s a great example of work that makes a difference, through its emotional power as much as its understanding of technology, to connect its audience with a powerful experience in a relevant medium.”
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