CHE Proximity Campaign For Cochlear Is A Hearing Test In Disguise

CHE Proximity Campaign For Cochlear Is A Hearing Test In Disguise

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.

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

“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


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