'I was missing things one-to-one, I would have a half hour conversation with someone and wouldn't understand a word. I hoped they wouldn't ask me anything.'

Those are the words of Jennie Brand-Miller, aged 65. Jennie was a long-time hearing loss sufferer who eventually sought help from Cochlear and has since had her hearing restored.

There are thousands of Australians like Jennie. They live a life of compromise, hiding their hearing loss from others, and delaying seeking help.

They don't proactively raise it with their doctor either, so we had to find a way to help people engage with their hearing ability, as it had become the 'invisible disability'. Our strategy was to make it visible.

We will always remember the day when Audiologist Emma Ramsay said, 'no two people hear the world the same, your hearing is as unique as your fingerprint.'

This would become our inspiration for Cochlear Hearprint. Purpose-built software that bypasses the internet's 'one size fits all' audio, calibrating music, TV shows and online content to your unique hearing ability.

Hearprint has turned every video, TV show and audio track on the internet, into a moment to remind Australians of their unique hearing ability.

The Hearprint calibration enabled real-time audio frequencies to be augmented, allowing users to alter the decibel level of individual frequencies within a piece of media from the film while it was playing.

During the setup, four scenes were selected from the documentaries that best sampled the four key frequency bands. This allowed users to process their own level of hearing comfort.

A dynamic Hearprint visualisation was generated for each user, acting as the interface and the visualisation of their hearing. For most, this was the first time they had 'seen their hearing ability'.

We defined parameters within each frequency band allowing us to identify whether their hearing was 'normal' or 'abnormal'.

Hearprint was promoted with a highly targeted paid digital and social media campaign that leveraged 1st party customer data profiles, combining them with 3rd party behavioural and interest data to improve efficiencies.

At the time of writing this paper, the paid media activity was 8 weeks into an 8 month campaign.

- 40,345 people have visited the website which housed Hearprint and the two documentaries.

- Average time on site is 9 minutes 29", 265% more than the Cochlear.com average.

- 4,158 have set their Hearprint, giving Cochlear a view of their hearing ability.

- 60% (2,512) of the Hearprints set to date have been identified as 'abnormal', indicating Cochlear could help.

- 586 high-value leads are already talking Cochlear experts about the most relevant treatment path. We are on track to exceed our target.

Hearprint has also attracted enormous media interest, securing morning TV, metro newspaper, national radio, online news, and international coverage. We estimate the activity has reached over 30 million people already.