Health provider HearCanada is turning up the volume on life in a bid to shatter the stigmas associated with hearing loss.
Through its new, national “Turn Up Life” campaign – developed with creative partner Wasserman – the brand has launched a 30-second spot featuring evocative scenes and sounds that range from a jazzy performance to the fizzy cracking of a cold soda can. The goal is to rekindle peoples’ lust for life by showing them how much better it can be when they can hear every part of it.
The campaign is based on a key insight that many who start to lose their hearing as they age – a key demographic for HearCanada – tend to withdraw from life rather than address the issue.
“A lot of people don’t like to admit that their hearing isn’t what it used to be,” says Terri Brzozowski, VP of brand and market strategy with HearCanada. “It makes them feel old, and a little embarrassed. So instead of getting their hearing checked, they avoid the activities, hobbies and conversations that lead to anxiety and awkward moments. Instead of embracing life, they pull back.”
Rather than shame people for suffering with that stigma, HearCanada strikes a more optimistic note by showcasing how the life of a person who is losing their hearing can be preserved and even improved with proper care and support. This is literally depicted in the spot through a woman whose life is grey and muted, until she turns on her hearing aid to rediscover her world in new, vibrant colours.
“We wanted viewers to see someone getting their love of life back,” explains Cam Landell, president at Wasserman. “The moment you can hear your favourite music again, or the laughter of a life partner, or even the autumn leaves rustling underfoot – that’s a moment of exhiliration. That’s when we take the first step to changing the stigma, and a better life begins.”
The new campaign launches today. will be in market until the end of September, and is running nationally across broadcast video, digital and social.
