The stigma associated with hearing aids is a key barrier preventing people from asking for help to treat hearing loss.

GN Hearing wanted to demonstrate the benefits their hearing technology can have, avoiding technical language and a focus on product features that they knew would alienate people.

We created ‘The Sound of Hope’ campaign, telling one real user’s story. It enabled us to illustrate the impact ReSound hearing aids have on people’s lives in a compelling way, demonstrating the devices’ outstanding sound quality, and encouraging greater uptake from users in a way that couldn’t have been achieved in other formats.

GN Hearing has a rich history of creating hearing aids and is committed to making life sound better for people with hearing loss.

Globally, 430 million people live with hearing loss – yet only 1 in 5 who could benefit from hearing aids actually use them. The stigma associated with hearing aids is a key barrier that prevents people from asking for help.

To combat this and encourage people to get their hearing checked and treated, we used these insights to create a campaign that meaningfully demonstrated the impact hearing aids have.

Our objectives were to:

- Showcase the natural sound quality provided by ReSound hearing aids to hearing

care professionals.

- Communicate ReSound’s brand purpose of empowering people to ‘hear more, do

more and be more than you ever thought possible’.

- Inspire the hearing loss community to improve uptake of hearing aids.

While on the hunt for user testimonials following the launch of GN’s latest hearing aids, we identified Sivu; a musician who lives with Meniere’s disease, which had caused severe hearing loss in both his ears.

Sivu hadn’t made new music in over four years as he hadn’t yet found a product that worked for him.

Our idea was to create a documentary film – The Sound of Hope – showcasing the true impact of the natural sound quality provided by ReSound ONE hearing aids on people living with hearing loss. The film would showcase Sivu’s story of hope and see him return to the recording studio thanks to GN’s hearing aids.

Our research found that globally 430 million people live with hearing loss, yet only one in five people who could benefit from hearing aids actually use them. Perception of artificial sound and associated stigma were found to be key barriers to use.

Desk research also found that communications from hearing aid companies typically focus heavily on product features, which doesn’t resonate with people who are yet to take the first step on their hearing loss journey.

Based on this research and insights, our creative strategy was to:

GET people living with untreated hearing loss who believe hearing aids won’t work

for them and will make them look old.

TO feel compelled to take the first step on their hearing journey.

BY celebrating the transformative impact of hearing aids on the lives of people like

them.

We created a documentary ‘The Sound of Hope’ that beautifully showcases a product regarded as clinical, in a human way.

We filmed the video at an iconic London studio, watching Sivu return to create music after four years. We showed him using the hearing aids to create with ease, showcasing the benefits of the devices. Sivu himself narrates the film in a conversational style.

The sound component was extremely important. The film starts with loud sound to allow audiences to directly relate to the problems faced by people living with hearing loss.

We launched the film to hearing care professionals, GN employees and the hearing loss community at a virtual concert on World Hearing Day 2021, where Sivu performed an intimate set. Hosted by CEO Gitte Aabo, the event included a Q&A to find out more about Sivu’s journey, the ReSound portfolio and how ReSound supported the World Health Organization.

70% of the key brand messages pulled through into the video.

The launch event was attended by 1,400 people across 30 countries.

Hearing care professionals vocalised enthusiasm for sharing the ‘Sound of Hope’ film with their patients, speaking directly to the brand’s purpose of empowering people to ‘hear more, do more and be more than you ever thought possible’.

“Awesome, and great interview. Hope to be able to share this recording with patients. Especially young hearing aid wearers. A big inspiration.” Anonymous HCP.

Although earned media was not the campaign’s focus, key trade publications Audiology Online and Audio Infos covered the event and KOLs Abram Bailey, HearSoundly and SoundPrint posted about it on social media.

The film has been shared internally across GN Hearing as best practice for marketing activities.

Sivu continues to work on new music in the recording studio, supported by his ReSound ONE hearing aids.