Highly commended
The Misheard Manifesto
by Golin & Virgo Health on behalf of Specsavers
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.
We kicked off the campaign by dropping these sayings (eggcorns) into mainstream TV and radio shows without any explanation to cause debate, we then launched The Misheard Manifesto, correcting the nation’s mishearing and prompting them to book a hearing check at Specsavers. Securing a wave of mass National awareness and broadcast and driving a staggering 400% above target increase in hearing check bookings.
Judges’ comments
“The Misheard Manifesto” was a well-rounded campaign with a clever strategy. The creativity pushed boundaries, brought in humour and got people talking. A colourful campaign, which smashed the results and increased their slice of the cake!
