Finalist
The Misheard Manifesto
by Golin & Virgo Health on behalf of Specsaver
Summary of work
Studies show that people avoid hearing tests due to stigma around hearing loss. They wait around 10 years to get their hearing checked, resulting in a reduced quality of life and feelings of isolation.
But what many don’t know is that if you get it checked and addressed early on, you can limit the damage in the long-run.
To start a new, less scary public health conversation about hearing loss and encourage people to get their hearing checked, Specsavers used famously misheard sayings - such as “Escape goat” and “nip it in the butt” to create a mass hearing check.
After dropping these sayings (eggcorns) into mainstream TV and radio shows without any explanation to cause debate, we launched The Misheard Manifesto, correcting the nation’s mishearing and prompting them to book a hearing check at Specsavers. From an earned-first idea we delivered smartly across channels - securing a wave of mass National and broadcast media awareness, creating fun and education video content for social and even creating a radio ad. All driving a staggering 400% above target increase in hearing check bookings.
Judges’ comments
“The Misheard Manifesto” had very clear insight, execution and strategy. It was entertaining, humorous and creative. Demonstrated what can be done with a well-polished and well-thought-out campaign.
