Over 3.5 million Australians are living with some form of hearing loss, with the majority in denial that they even have a problem. Cochlear, implantable hearing solutions, has created a short film that is actually a hearing test in disguise.
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,” Emma Ramsay, Senior Audiologist at Cochlear said.
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.
Client: Cochlear Limited
Shaun Hand, General Manager, Cochlear Australia/ New Zealand
Linda Ballam-Davies, Senior Marketing Communications Manager, Cochlear Australia/New Zealand
Kerryn Burke, Senior Marketing Communications Manager, Cochlear Asia Pacific
Kate Harrison, Social Media Manager, Cochlear Asia Pacific
Emma Ramsay, Clinical Education Manager & Audiologist, Cochlear Asia Pacific
Agency: CHE Proximity
Chris Howatson, CEO
David Halter, Managing Partner
Mariana Rice, Group Account Director
Alice Jamieson, Senior Account Manager
Harry Manion, Account Executive
Ant White, Executive Creative Director
Brian Jefferson, Group Creative Director
Ben Stainlay, Creative Director
Jake Blood, Junior Art Director
Anne Lau, Junior Copywriter
Tori Taylor, Executive Producer
Elizabeth Geor, Head of Experience
Daniel Bradley, Head of Investment
Christina Webb, Trading Manager
Cameron Dinnie, Head of Programmatic & Data Partnerships
Lily Tidy, Strategic Planner
Jen Livingston – Senior TV Producer
Sam Mitchell / Damian Capicchiano- Additional Editing
Jamie Metcalfe, Digital Products Director
Blair Patterson, Digital Producer
Eddy Milfort, Senior Digital Designer
Rollo Hardy, Digital Designer
Glade Kettle, Digital Developer
PR agency: PR Edge
Nichola Patterson, National Managing Director
Amber Petty, Senior Account Director
Clare McInerney, Account Manager
Tess Vallance, Account Coordinator
Pete Baker, Screenwriter/Director, The Glue Society
Revolver/Will O’Rourke, Production Company
Michael Ritchie, Managing Director/EP
Josh Mullens, EP/Head of Projects
Jasmin Helliar, Producer
Stefan Duscio, DOP
Philip Horn, Editor
Noise International, Sound Studio
Erin Maxwell, Production Manager
Kathleen Burrows, Sound Designer
Bruce Heald, Composer