The story behind the campaign
Challenge
Australia is in the midst of a silent epidemic. 3.5 million people are living with some form of hearing loss, however 85% do nothing about it. As the global leader in implantable hearing solutions, Cochlear’s biggest competitor is not a rival brand – it is the inaction of their potential customers. Sufferers demonstrate a strong sub-conscious barrier to hearing loss, blinding them to the fact that they might be dealing with a problem. In denial about just how bad their hearing is, or simply dismissing it as a part of ‘growing old’, they continue...