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Category
Use of Smart Devices & Voice Assistants
Annual ID
OS_DC21_025M
About the Work
Alice is the most popular voice assistant in Russia designed by Yandex. And kids love talking to her. A lot.
That’s why we wanted to help them spend more quality time together.
We found out that the most common problem kids face is the speech disorder. What’s worse, there aren’t enough speech therapists, especially in country regions.
So how do we help children develop their speech and make the training accessible to everyone?
By adding a speech-training tool “Sounds Easy” to our Search App which is being used by 80% of Russians! What’s more, our team delivered this tool in a game-based form so that kids could simply talk to a voice assistant. We made this tool in collaboration with speech therapists, children’s poets, and some of the most popular singers-songwriters.
Besides, we turned the training process into a song-based game: to work on a problematic sound, kids had to sing a special song.
Our plan was to make the tool engaging, effective and accessible:
– We based our content on the fact that kids mostly develop their sound and speech abilities at the age from 5 to 7.
– We invited speech specialists who came up with rules for every song and warm-up session.
– Then we created the content together with famous singers-songwriters who helped us develop training melodies and songs. The speech specialists checked every song and guided the singers through the recording sessions.
– To make “Sounds Easy’ enjoyable for kids we involved the Fixies, Russia's most popular cartoon characters, and based some songs on their recognizable melodies.
This collaboration made us visible for influencers and media, and even for the Ministry of Education of Russia.
The app is available on any smartphone, which makes the speech training free and accessible to 80 mln Alice users.
That’s why we wanted to help them spend more quality time together.
We found out that the most common problem kids face is the speech disorder. What’s worse, there aren’t enough speech therapists, especially in country regions.
So how do we help children develop their speech and make the training accessible to everyone?
By adding a speech-training tool “Sounds Easy” to our Search App which is being used by 80% of Russians! What’s more, our team delivered this tool in a game-based form so that kids could simply talk to a voice assistant. We made this tool in collaboration with speech therapists, children’s poets, and some of the most popular singers-songwriters.
Besides, we turned the training process into a song-based game: to work on a problematic sound, kids had to sing a special song.
Our plan was to make the tool engaging, effective and accessible:
– We based our content on the fact that kids mostly develop their sound and speech abilities at the age from 5 to 7.
– We invited speech specialists who came up with rules for every song and warm-up session.
– Then we created the content together with famous singers-songwriters who helped us develop training melodies and songs. The speech specialists checked every song and guided the singers through the recording sessions.
– To make “Sounds Easy’ enjoyable for kids we involved the Fixies, Russia's most popular cartoon characters, and based some songs on their recognizable melodies.
This collaboration made us visible for influencers and media, and even for the Ministry of Education of Russia.
The app is available on any smartphone, which makes the speech training free and accessible to 80 mln Alice users.
2021 Awards
Total Points: 3
Merit
Credits
Client / Brand
Yandex / Moscow
Art Director
Nikolay Nikitin
Creative Director
Alexandra Novokhatskaya
Editor
Alya Ageeva
Elizaveta Strelkova
Kirill Egerev
Margarita Artemenko
Maria Makeeva
Mikhail Borisenok
Natalia Tkachuk
Illustrator
Denis Borisov
Producer
Ekaterina Kovaleva
Olga Zarenok
Product Manager
Boris Papinyan
Senior Art Director
Vasilii Ovchinnikov
Senior Designer / Illustrator
Evgeniy Semiryakov
Senior Producer
Inna Omelchenko
Communications Designer
Andrey Semenov
Design Producer
Denis Sverlov
Director of Marketing Operations
Petr Abroskin
GR Manager
Serafima Pavlova
Head of Dialogs Team
Pavel Kaplya
Head of Editing Department
Alexey Kadaner
Machine Intelligence & Research Department PR
Matvey Kireev
PR Manager
Bogdan Petrenko
Product Marketing Manager
Galina Tomashevskaya
Production
Alexander Chernyavskiy
Senior Editor
Vladimir Lopatka
Sound Studio
Anton Popov
Eugenia Fadeeva
Special Projects Editor
Mika Golubovsky
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