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Group745
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Creative in association withGear Seven
Group745

Cochlear and CHE Proximity Give Australia a Hearing Test in Disguise

06/02/2017
Advertising Agency
New York, United States
160
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The clever film follows a couple from courtship to marriage and through to middle age

Over 3.5 million Australians are living with some form of hearing loss, with the majority in denial that they even have a problem. So how do you get people who don’t think they have a problem to get their hearing tested? Cochlear, the global leader in implantable hearing solutions, has created a short film that is actually a hearing test in disguise.

‘Does Love Last?’ is a short film with two different outcomes depending on the viewer’s level of hearing loss. You can give it a go here.

The film follows a couple from courtship to marriage and through to middle age. For those that hear well, it would appear the couple’s relationship remains intact. But for those hard of hearing, audio techniques, sound design, clever editing and specially choreographed performances can be mistaken for the couple’s relationship deteriorating over time.

“When you take away the ability to lip read and background noise, it becomes very difficult for people with hearing loss to follow the conversation,” says Emma Ramsay, Senior Audiologist at Cochlear.

It is being launched in cinemas to unsuspecting audiences who have tickets to Oscar favourite ‘Lion’ – generally an older cinema-goer. The campaign will be rolled out online where users can take an interactive hearing test that better diagnoses their level of hearing loss, ultimately directing them to the nearest audiologist to seek help. 

“After witnessing reactions of cinemagoers that experienced the film, and seeing the different conclusions people draw from it, we’re confident more people with hearing loss will watch it, debate it, confront their condition and then hopefully get the help they need,” said Ant White, Executive Creative Director of CHE Proximity.

“We know how many precious moments are missed for those people living with hearing loss,” said Shaun Hand, General Manager of Cochlear Australia and New Zealand.

“Over time, people can lose friendships, their career, hobbies, self-esteem and even their connections to loved ones. By creating something unique like the hearing test in disguise, we’re hoping to get Australians talking about hearing loss, sharing the film with people they love – especially those who may be in denial about their hearing loss – and ultimately, seeking help,” he added.

The campaign was created by CHE Proximity, in collaboration with The Glue Society and Noise International through production company Will O’Rourke.


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