Dentsu Indonesia and beauty brand Wardah have developed Hear in Hijab, a hearing aid designed to be worn as a brooch pin outside the hijab, transmitting sound wirelessly to the ear at up to 100dB of enhanced clarity.
Developed in partnership with Digital Nativ, the device weighs 12 grams and is lightweight, adjustable, and compatible with most hijab fabrics.
According to the release, 1 in 3 Indonesian women aged 50 and above experience partial hearing loss. When combined with fabric covering the ears, the release says this can further reduce sound clarity and increase the risk of falls and accidents by up to 60%. Most hearing aids are designed to sit inside the ear and are often worn beneath layers that can limit their effectiveness, according to the release.
The first devices have reached selected users, with a second phase underway to widen reach to more hijab-wearing women across Indonesia.
“Wardah has always believed that beauty is for every woman, at every stage of life,” said Khikin Indahsari, Group Head New Brand Innovation, Paragon Technology and Innovation.
“Beauty is not separate from how they move through the world. The hijab is an expression of faith and identity, bound up with confidence, in hearing the people they love clearly, in feeling present and capable. Our mission has always been to stand for Indonesian women in ways that matter beyond the product and Hear in Hijab is the most direct expression of that. Together with Dentsu Indonesia, we believe brands can create meaningful impact where it truly matters.”
“Indonesia is a market with layered lives, deep faith, and needs that resist easy generalization,” said Defri Dwipaputra, Chief Creative & Experience Officer, Dentsu Creative Indonesia.
“The women of this country, in particular, have always deserved brands willing to meet that complexity honestly and be responsible to the women who make this country what it is. For us, innovation and technology are instruments for change that can be genuinely good for the people they touch. Partners, like Wardah Personal Care, who share that belief with us are the ones that understand this country’s women as individuals with real lives, real faith, and real needs that the market has too often ignored.”
Hear in Hijab won the Grand Prix of Medium, the highest honor in its category, at Citra Pariwara, Indonesia’s most prestigious creative awards.
Credits
Defri Dwipaputra: Chief Creative & Experience Officer, Dentsu Creative Indonesia
Albertus Arya Saloka: Associate Creative Director, Dentsu Creative Indonesia
Shintya Hadiyani: Creative Group Head, Dentsu Creative Indonesia
Luthfi Putradi: Senior Art Director, Dentsu Creative Indonesia
Bunga Lestari: Art Director, Dentsu Creative Indonesia
Aulia Fianda: Junior Art Director, Dentsu Creative Indonesia
Esteriani Putri: Copywriter, Dentsu Creative Indonesia
Sharah Chumayroh: Copywriter, Dentsu Creative Indonesia
Icha Caresya: Account Director, Dentsu Creative Indonesia
Iqbal Maulana: Account Manager, Dentsu Creative Indonesia
Jonea Christie: Account Executive, Dentsu Creative Indonesia
Rindia Florita: Associate Project Director, Dentsu Creative Indonesia
