Advertiser: Cochlear
Brand: Cochlear
Agency: CHE Proximity
Country: Australia

Objectives

The 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 it1.

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.

Hearing loss is an emotional condition. Sufferers battle with disbelief, ignorance and withdrawal on a day-to-day basis. In denial about how bad their hearing loss is or dismissing it as part of "growing old", many go untreated for several years. Isolating themselves from social situations, losing connections with loved ones and facing an increased likelihood of developing depression2.

Despite being the global leader in implantable hearing solutions, less than 10% of people who would benefit from a Cochlear implant receive this life-changing treatment3.