The insight: Sufferers of hearing loss lose the ability to hear above 4kHZ was discovered by working with the audiologist team at HearLife.

The creative idea was born from the discovery than some animals communicate in the same frequencies sufferers first lose – the perfect way to disguise our hearing tests and engage with every listener.

Using the same science of a hearing test, we disguised our 3 radio spots in the style of wildlife documentaries.

We discovered that specific animals: crickets, dolphins and birds, sing in the same high frequencies sufferers first lose. To give the execution some life, we hired an impersonator of the famous David Attenborough to pull listeners in from the first second as he reports live from the jungles, oceans and meadows.

Broadcast on national radio for maximum reach, listeners who couldn’t hear the animals were likely to be suffering from hearing loss.

More than one million people took our hearing test in the UAE.

30% increase in website visits since launch.