Wardah's brooch hearing aid for hijab wearers wins Citra Pariwara 2025 Grand Prix

A 12-gram brooch microphone worn over the hijab streams sound to the ear — built for the 1-in-3 Indonesian women over 50 with hearing loss

Wardah (ParagonCorp) · dentsu Indonesia

创意是什么Rebuild the hearing aid for hijab wearers: put the microphone outside the head covering as a brooch pin that wirelessly streams clear sound to the ear伤筋动骨

当时的题目

One in three Indonesian women over 50 has partial hearing loss, and fabric covering the ears further reduces sound clarity and raises the risk of falls and accidents. Existing hearing aids force the wearer to adapt to the device instead of the other way around.

它是怎么成立的

Most hearing aids are worn inside the ear — exactly where the hijab's layers of fabric sit, which muffles sound and makes the device less effective for the women who need it most. According to data cited by dentsu, one in three Indonesian women, particularly those over 50, suffers from partial hearing loss, and covering the ears can reduce clarity while increasing the risk of falls and accidents.

Wardah and dentsu Creative Indonesia answered by moving the sound receiver outside the hijab. 'Hear in Hijab' is a lightweight 12-gram brooch-shaped microphone worn on the outside of the head covering: it captures unobstructed sound and transmits it wirelessly to an earpiece with clarity up to 100dB, so the user hears without the fabric getting in the way.

Developed with technology company Digital Nativ, the device is adjustable and compatible with most hijab fabrics. The first wave of devices was distributed to selected users, with a second phase prepared to expand access across Indonesia, and a campaign reel accompanied the launch.

The work won the Grand Prix of Medium, the highest honour in its category, at the 38th Citra Pariwara Awards in December 2025, where dentsu Creative was named Creative Agency of the Year. In 2026 it added a Bronze Lion for Cultural Engagement at Cannes Lions — Wardah's first Cannes award, and one of only 24 Bronze Lions handed out in the Brand Experience & Activation category.

妙在哪

It starts from a measured, lived problem — fabric over the ears muffles sound for older women — instead of an invented brand stunt.
It redesigns the device around the wearer's faith and daily dress, not the other way around.
A 12-gram brooch that looks like jewellery removes stigma and makes an aid women actually want to wear.
The idea stays on-brand: Wardah's inclusivity positioning becomes a real product, not a slogan.

做出来什么

Named Grand Prix of Medium — the highest honour in its category — at the 38th Citra Pariwara Awards (December 2025), where dentsu Creative also took Creative Agency of the Year; a Bronze Lion for Cultural Engagement at Cannes Lions 2026 followed, Wardah's first Cannes award.

可以借走的

When a product ignores a real physical and cultural friction, the fix is to redesign the device around the user's life rather than ask the user to adapt — inclusive design becomes the campaign.

后来

The first wave of Hear in Hijab devices was distributed to selected users, with a second phase prepared to expand access to more hijab-wearing women across Indonesia. The Grand Prix of Medium at Citra Pariwara 2025 led to a Bronze Lion for Cultural Engagement at Cannes Lions 2026 — Wardah's first Cannes — and the project became the flagship proof of dentsu Creative Indonesia's inclusive product strategy.

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