Wardah moved the hearing aid onto the hijab as a brooch

One in three Indonesian women aged over 50 experiences partial hearing loss. Conventional hearing aids sit inside the ear — exactly where the hijab stacks layers of fabric, which muffles sound and, for older wearers, raises the risk of falls and accidents by up to 60%. The standard answer was to make women adapt to the device; the garment blocked the device.

Wardah, Indonesia's largest beauty brand (ParagonCorp), and Dentsu Creative Indonesia redesigned the device around the garment instead. 'Hear in Hijab' moves the audio receiver out of the ear entirely: a 12-gram brooch worn on the outside of the hijab captures unobstructed sound and transmits it wirelessly to a small earpiece at up to 100dB of enhanced clarity. Developed with Digital Nativ, it is adjustable and compatible with most hijab fabrics.

The product form integrates with religious identity and daily wear, so adopting it asks nothing of the wearer's modesty or comfort. The first devices reached selected users, with a second phase underway to expand across Indonesia. The campaign won the Grand Prix of Medium, the highest honor in its category, at Citra Pariwara 38 in December 2025, and a Bronze at Cannes Lions 2026.