The average person lives with hearing loss for 10 years before they seek help. Due to the often gradual decline of age-related hearing loss many people are unaware they have the condition, and - despite significant advances in hearing aid design and technology - it continues to carry a great deal of stigma. Our ongoing task is to normalise hearing loss, get more people talking about it and position Specsavers as the voice of authority on the UK high street.
When it comes to health conditions, hearing loss – a common condition that impacts most people as they get older – isn’t a hot topic of conversation. Often described by the media as ‘boring’ we are responsible for creating an impactful and engaging story for our target audience.
Over the last 10 years we have worked with an impressive pack of household names to help drive the conversation. Each of them has shared their own personal experience of hearing loss with the media, powerfully revealing the impact it has had on their life. From Eamonn Holmes and Louis Walsh to Martin Kemp and Arlene Phillips, we’ve used these very real stories to help propel our message into the spotlight. Taking an integrated approach, we’ve created content for the media (print, online, broadcast and social), in-store magazines and door drops.
We’ve delivered blanket media coverage across the length and breadth of the UK, not to mention two front page stories in the national press. Not only have we started the conversation, we’ve been the driving force behind clear behavioural changes among our target audience - during the peaks of our activity Specsavers consistently sees a significant increase in bookings for hearing tests.
Specsavers commands the majority share of voice when it comes to hearing loss, and Media Week has described our campaign as a ‘clever, convincing and captivating press placement story’ and a case study for ‘content marketing done right’.