Australia is in the midst of a silent epidemic. 3.5 million people are living with hearing loss however 85% are not being treated. Recommendation of Cochlear implants from practitioners is low. For this reason, Cochlear made the decision to communicate direct-to-consumers for the first time.

Cochlear products are registered as medical devices. Cochlear is governed by the Therapeutic Goods Administration. Medical devices can be promoted direct-to-consumers.

Based on the insight that people with hearing loss are in denial, ignoring it, or are unaware just how bad their hearing is, we developed a way to test their hearing, without them knowing.

'Does Love Last Forever?' is a short film with two different endings, depending on the viewer's hearing ability. It is a hearing test in disguise.

The film follows a couple's relationship over four decades, and poses the question "Did love last?". For those who can hear well, their relationship remains loving. But the film is scripted and produced in such a way that people with a hearing problem perceive the relationship to deteriorate.

SHAPING A FILM WITH TWO ENDINGS

Working with leading audiologists we analysed patient audiograms, which informed all aspects of the film. We incorporated sounds, words and environments into the script which people with hearing loss have difficulty with. Performances were choreographed to be interpreted negatively and the ability to lip-read was taken away, making it hard to follow for people with hearing loss.

REACHING OUR AUDIENCE, WHEN THEY LEAST EXPECT IT

We needed to deliver a hearing test, without the audience knowing.

The short film was aired to unsuspecting audiences in cinema and film festivals before films popular with the older demographic. These were unbiased environments where we could deliver a true disguised test when our audience's guard was low.

Teaser content was seeded via social, Outbrain and digital display, to drive people to the microsite to watch the film, without knowing it was a hearing test.

FACILITATED DIAGNOSIS AND TREATMENT

We tested the hearing of 137,000 Australians, who ordinarily wouldn't have been tested.

Leads are critical to Cochlear. The more people who have a conversation with Cochlear, the more people who undertake the assessment process, hopefully becoming eligible for surgery.

We received 2,056 high-value, qualified leads, against a target of 1,500. Meaning 2,056 people are on the path to restoring their hearing.

WEBSITE ENGAGEMENT

128,883 unique visitors, with 14 minutes average time on site, demonstrating high engagement.

PATIENT OUTCOMES

While a lead can take 6 years to mature to an implant, 13 candidates have already received this life-changing surgery after seeing the campaign. Many more are in the pipeline to receive surgery.

NATIONAL HEALTH AGENDA

In September 2017, Trent Zimmerman MP presented a report featuring Cochlear to the Australian Parliament. As a result, hearing health is now being considered to become a National Health Priority.

Our campaign message was built around the narrative of a love story. One which followed a young couple's relationship through the decades to deliver a disguised hearing test through the medium of a short, entertaining film.

The film was screened to unsuspecting cinema audiences before films popular with our target audience. The film was also housed online on a purpose-built website so users could interact with the film, unknowingly undergoing a hearing test they would normally reject.

Segments of the film were then utilised as a further hearing assessment for users to better understand their hearing.

DIRECT-TO-CONSUMERS

Cochlear had traditionally focused efforts on communicating directly to hearing professionals. However, with low referral rates, a bold strategic decision was made to communicate directly to consumers. Reasons for low referrals included:

* Lack of screening

* Physicians not knowing candidacy and when to refer

* Little understanding regarding hearing implants within general medicine

DISRUPTING THE DENIAL

Through qualitative, ethnography, and social listening, we revealed the 'denial' stage of the hearing journey. In denial about just how bad their hearing is, or simply dismissing it as a part of 'growing old', they continue to live without what they once took for granted.

This denial was the driving insight behind our campaign. It was clear we had to disrupt the denial.

Considering this behavioural barrier, we couldn't just tell people they had a problem, we had to demonstrate it. We developed a way to test their hearing, without them knowing.

THE SITUATION

Australia is in the midst of a silent epidemic. 3.5 million people are living with hearing loss, however 85% do nothing about it.

As the global leader in implantable hearing solutions, Cochlear's biggest competitor is not a rival brand - it is the inaction of their potential customers.

Sufferers battle with the emotional impact day-to-day with disbelief, ignorance and withdrawal. They go untreated for years, isolating themselves from social situations, resulting in a disconnection with others.

BRIEF

It is against this backdrop that Cochlear launched their first major consumer campaign, aiming to get people with hearing loss to take action.

OBJECTIVES

1. Attract 1,500 qualified leads into the Cochlear sales funnel, over 12 months.

2. Get people to engage with the Cochlear brand and consider them as a source for hearing support via the campaign website.