Deaf Awareness Week (5-11 May) is a key opportunity for The Hearing Company to position itself as an authority on hearing loss. In 2008 it asked Seal Communications to run a campaign incorporating a celebration of its 50th anniversary.
- To raise consumer awareness of the isolating effects of hearing loss
- To drive traffic to the company's website and footfall to its stores.
Strategy and plan
The campaign used four key angles. One was 'Deaf for a Day,' where journalists experienced what it would be like to be deaf.
Other elements included information on the psychology of hearing loss, an exhibition of hearing aids through the ages and a partnership with charity Hearing Dogs for Deaf People, which donated £50 from every hearing aid sold during DAW.
Measurement and evaluation
The campaign was covered by the Daily Mirror, MTV and was featured on regional radio station, BBC WM. Articles said hearing was a vital but neglected sense and encouraged people to have their hearing checked every two years. Many referenced The Hearing Company's 50th anniversary.
The Hearing Company reported a threefold increase in web traffic during DAW, and AEV was estimated at nearly £190,000.