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Finalist

All ears for hearing health

by Red Consultancy for Boots Hearingcare


Summary of work

10 million people in the UK have hearing loss but a staggering 40% are not receiving treatment – Boots UK decided to address this by encouraging 55-70 year olds to get their hearing checked.

We had to challenge the denial mindset: “there’s nothing wrong with my hearing”; and reassure that hearing deterioration is a normal part of ageing and “nothing to feel ashamed about”.  We suggested two ‘test and learn’ events, held at a hyper-local level, in order to measure direct outcomes (increased hearing-check appointments). This would also provide content for broader reach digital and editorial programmes.

We created ‘gently disruptive’ aural experiences - stop, look, listen then act events in shopping centres in Norwich and Bournemouth. One featured a children’s choir, the other a string quartet.

The live events resulted in 122% uplift in hearing checks in Norwich and a 160% uplift in Bournemouth – a potential return of double the investment.

Madeline Shaw, Boots Hearingcare: “The engagement strategy for this test and learn activity worked brilliantly and we are delighted by the results seen by the increase in the number of customers coming in-store for hearing checks. The hyper-local, gentle disruption technique is one we’ll definitely be taking forward.”

Judges comments

Not only was this campaign sympathetic to the audience and showed sensitivity to the subject, it demonstrated a very clear return on investment. Whilst it was a local and highly targeted campaign, its effect was amplified using digital channels.


Winner

Migraine Unlocked pop-up clinics - by 90TEN Healthcare for Allergan


Highly commended


Finalists


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Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.