You May Not Listen to Boots Hearingcare, but Will You Listen to Them?

Boots Hearingcare is tackling the nation’s widespread hearing loss deniers with a brand-new creative campaign, urging people to finally book the hearing test they’ve been avoiding.

Today, 11 million people in the UK live with hearing loss, and most deny the issue waiting for as long as 7-10 years before finally seeking treatment. Deniers don’t know they are in denial, but everyone around them does. So, who better to make them listen than their loved ones? 

Created by VML/The Pharm, the campaign features two hero films, starring an adorable granddaughter and a needy fur companion. These characters speak for all the granddaughters, dogs, and others who are tired of feeling unheard.

Boots Hearingcare’s message is simple: if you won’t do it for you, do it for them.

Do it for them - Granddaughter:

Do it for them - Dog: 

The films are running across TV, VOD and Cinema, with an episodic approach that is set to convince even the toughest hearing loss deniers.

The broader campaign will see executions in Print, DOOH, Digital and Radio. Media planning and buying is by Essencemediacom/The Pharm, while production was led by Hogarth/The Pharm.

Marcus Robson, VML’s strategic lead on the work, said, “This work gives the gift of listening, which is the secret ingredient to great relationships.”