National Hearing Care (NHC) is aiming to break down the stigma associated with hearing loss in its new campaign via DDB Melbourne.
By demonstrating the discreetness of hearing aids and highlighting how simple hearing technology can be, the new work asks Australians to rediscover their hearing and therefore the world around them.
The campaign is the start of a longer journey to help reposition the NHC brand and encourage people to recognise their hearing loss.
NHC and DDB remapped the ‘moments that matter’ in people’s lives in order to prompt Australians to take that important first step to seek help earlier, so that they can live a better, more fulfilling life.
Timothy Naylor, marketing director at NHC, said the business was faced with a unique challenge when it came time create its new campaign.
“Unlike most health categories in Australia, there is little to no brand awareness of hearing care and audiology services, despite one in six Australians currently experiencing some form of hearing loss,” he said.
“Additionally, hearing loss is a health issue that faces significant stigma in our society, which prevents Australians from seeking help. The compounding effect is that sufferers can remain in denial for many years, during which they become increasingly isolated and withdrawn.
“Our aim with this campaign is to demonstrate to the Australian public that there is no need to suffer hearing loss in silence – help is out there.
“As Australia’s leading independent hearing care supplier, we have more than 300 locations Australia wide with expert audiologists in store to help.”
DDB Melbourne executive creative director Stuart Turner said he hopes this work helps shift the attitudes of Australians when it comes to hearing loss.
“Not only do most Australians not understand what a hearing aid looks like, there’s also misconceptions about how they work,” he said.
“We wanted to break down the stigma by demonstrating how discreet hearing aids are and highlighting the awesome technology that is now commonplace.”
The new creative is across TV, digital and social, and has been supported by PR activity and a wider rebrand aligning NHC with Italian-based parent brand Amplifon.
Client: National Hearing Care
Global brand and customer experience director: Chiara Fracassi
Marketing director: Tim Naylor
Brand manager: Emily Watsford
Creative agency: DDB Melbourne
Executive creative director: Stuart Turner
Copywriter: Anna Yates
Art director: Becky Morriss
Head of TV production: Tuesday Picken
Business director: Katie Franklin
Senior business manager: Haley Dion