Cochlear has released Hearprint
; an online application that calibrates online video and music to the listener’s unique hearing ability.
CHE Proximity, together with audiologists and sound engineers have collaborated to raise awareness about the 3.6 million Australians living with some form of hearing loss.
Based on a series of user inputs, Hearprint works by adjusting audio frequencies so they are tailored to the listener’s hearing ability. It then calibrates online content to the viewer’s ears.
Anyone can download the software as a Google Chrome extension to hear all their favourite online films, TV shows and music, with their unique sound calibration.
“No two people hear the world the same,” explains Janet Menzies, General Manager – Cochlear Australia and New Zealand. “The new Hearprint tool helps Australians to visualise their unique sound calibration.”
Unlike hearing aids, which simply turn up the volume for all sounds around the wearer, Cochlear implants accommodate an individual’s unique hearing needs by recalibrating their ears to the world around them to restore their hearing.
Hearprint has been applied to the first content series calibrated to user’s unique hearing. The documentaries, by award-winning director of The Glue Society, tell the stories of how Cochlear is changing the lives of people with hearing loss.
Launching with the story of Jennie Brand-Miller - Leading Nutritional Scientist and Professor of Human Nutrition at the University of Sydney – who suffered 20 years of progressive hearing loss before a Cochlear implant allowed her to fulfill her passions as an academic, pioneering the Glycemic Index.
And Andy King – a High Performance Surf Coach – who had his life suddenly put on hold after losing his hearing from a coward punch. But after receiving a Cochlear implant, found his sense of self and became Surf Australia’s most esteemed coach.
Brian Jefferson, Group Creative Director says: “We don’t want to just make ads for Cochlear, we want to create experiences that help people reconsider their hearing and how Cochlear could help. Every day, thousands of Australians aren’t hearing as they should so for those people, the Hearprint turns every video on the Internet into a chance to realise there’s a better solution. And what better way to introduce it to the world than through the amazing stories of Jennie and Andy.”
Jonathan Kneebone of The Glue Society says: “Following on from the success of the Hearing Test In Disguise it has been exciting for us to also direct this latest piece of innovative creativity – where we reveal the significant human impact of such incredible technology.”
Cochlear will debut the Hearprint at a launch in their Macquarie Park headquarters alongside a special panel featuring Andy King, Ant White (CCO of CHE Proximity) and Janet Menzies, General Manager – Cochlear Australia and New Zealand.
Over the next few months an addressable media campaign will promote the technology and Jennie’s story to select audiences, along with a PR presence and website experience designed to capture leads.