A Hearing Test in Disguise
Cochlear and CHE Proximity developed a short film to share a love story with cinemagoers – and to also act as a hearing test. This original approach got people talking about hearing loss, and about what they can do to remedy it.
More than 3.5 million Australians have lost their hearing to some extent. And while most have heard of Cochlear, many don’t realize they need help – or they are ignoring their degrading hearing altogether. About 85% have done nothing to address it. Cochlear wanted to start a conversation about hearing loss.
Cochlear and CHE Proximity collaborated with leading audiologists, sound engineers and technicians to create the short film Does Love Last Forever? With a corresponding campaign site in place, the film was screened to cinemagoers. Depending on their hearing ability, the viewer experienced one of two stories: those with normal hearing saw a story about a lasting, loving relationship, and those with impaired hearing saw a story about love that didn’t last. A direct call to action encouraged viewers to learn more at DoesLoveLastForever.com, where they could take a test and find help.
This film spurred people to seriously consider and investigate their hearing loss. Since its release in Feb 2017, Cochlear has given over 100,000 people a hearing test and has seen a substantial rise in people seeking help.