In March, Audika Group launched their global brand campaign, Love your ears. With the aim of raising the awareness of hearing – and not only hearing loss – the campaign addresses people of all ages and cultures with a call for everyone to love and protect their ears.
“If vision places the world in front of you, hearing places you in its center.” This is the critical concept in Audika’s Love your ears campaign manifesto, which speaks to the importance of hearing and places it on par with our other senses Says Greg Wells, Director, Brand & Communications in Audika,
Kristoffer Gjødvad, Vice President, Marketing in Audika adds, “People do not have hearing top of mind, and there is a stigma related to hearing aids that we want to address. We want people to perceive hearing care as self-care, and the Love your ears platform is a vision to get people to acknowledge just how important our hearing sense is, and hence get more people to perceive hearing health as an essential part of their overall wellbeing.”
Problem and solution
When you look at the hearing aid industry in general, there is a tendency to focus on the problem – hearing loss – and then the solution – hearing aids. And normally, this is targeted towards users who are aware of their hearing loss and ready to do something about it.
With the Love your ears campaign, Audika is broadening both scope and target group and moving away from the problem-solution approach.
“We are hoping to expand the audience by focusing on the emotional aspects of hearing and not just a certain demographic group with hearing difficulties. Hearing is directly connected to our emotions, and this is the same for people of all ages,” Greg Wells says.
Reaching people earlier on their hearing journey
Within hearing care, ‘hearing journey’ is a central term covering the different steps people go through addressing their hearing. The early phases can be boiled down to the following: ‘Unaware’, ‘aware’ and ‘reach out’. The Love your ears campaign enables Audika to speak to people in the early phases of their hearing journey.
“Normally, we address people who are already aware of their hearing loss and ready to make an appointment and do something about it. This campaign seeks to talk to people earlier. We are trying to help people realize how important hearing is. If our messages resonate with our audience, they will hopefully pay more attention to their hearing, and thereby we can move them from the ‘unaware’ phase and into the ‘aware’ phase at an earlier stage,” Greg Wells says.
The global campaign
In the campaign films and imagery, there is a clear focus on the ear itself. Instead of focusing on the eyes and faces of people, there is a clear wish to switch people’s attention to the ears; the physical attribute of our hearing.
“With the campaign, we aim to incite an emotional motivation to act on hearing loss. This is the key objective of the campaign. Only by getting people to act on a hearing loss can we help more people hear better—which is our purpose in the hearing care group,” Kristoffer Gjødvad concludes.
A key element in the campaign is the Love your ears film. See it here: