Brief Explanation

We made use of digital screens that projects a sound with a frequency inaudible to the human ears, also displaying a message from Daniel that encourages people to open the Shazam app on their smartphones to detect the sound and recognize the silence via an ultra-sonic watermark. Once the sound has been detected by the Shazam app, it links to a microsite, which shares the experiences from the perspective of Daniel, the victim, as well as of the bully and bystander. These are based on actual cyberbullying cases in Singapore. The microsite contained special advices on what one can do as the victim, parent or teacher. Media sites were strategically handpicked to bring Daniel to life and raise awareness around the issue of cyberbullying. The media installations were exhibited at Clear Channel’s bus shelters, DECK art space, as well as at Republic Polytechnic and Dover Court International School.

Execution

We teamed up with the Shazam app to create a soundtrack that none of us can hear – thereafter giving silence a voice. By projecting inaudible sound waves from digital out-of-home billboards, the audience managed to listen to real cyberbullying experiences right then and there on the Shazam app microsite. Aside from Daniel’s experience, people could also listen to the bully and the bystander’s point of view, learning how to spot on the signs and how to unmute other children. Shazam has been used in advertising before but it’s the first time it communicates a message by recognising the silence what turns the application into a powerful tool against bullying.