1 in 7
M&C Saatchi, together with digital departments Play and LIDA, created this campaign with the aim of raising awareness about hearing loss as a disability and to encourage people to take greater care of their own hearing.
The campaign encapsulate research carried out by the RNID which found that a shocking 1 in 7 people in the UK suffers from hearing loss, sometimes without even knowing it.
The work really came to life as interactive digital installations, and has so far featured at locations including bus shelters and shopping malls. Within the ads a line beginning with ‘1 in 7’ aims to show that those suffering from hearing loss would do anything to hear clearly again, even if it meant hearing the things we wouldn’t usually want to hear.
The messages, such as ‘1 in 7 would be happy to hear their partner’s ex was a better lover’ take the form of sound imagery and move in relation to surrounding noise levels. To maximise impact on passers by, the line can be tailored to the ads location, for example at some shopping malls the lines included ‘1 in 7 would be happy to hear that their cards been declined’.
