Globally, 430 million people live with hearing loss – yet only 1 in 5 people who could benefit from hearing aids actually use them.

People choose not to treat their hearing loss for a number of reasons, but the stigma associated with hearing aids is a key barrier that prevents people from asking for help. Untreated hearing loss can have a detrimental impact on an individual – causing social isolation and cognitive decline. Due to this, GN Hearing decided to promote the benefits that can accompany the decision to get hearing aids and demonstrate the outstanding sound-quality of ReSound devices.

To place hearing loss in culture, GN Hearing worked with UK musician, SIVU, to create a beautiful piece of content about how he was able to return to the recording studio for the first time in five years after being fitted with ReSound ONE hearing aids. The content spoke to the heart of ReSound’s brand purpose ‘Hear more, do more, be more’, while subtly alluding to the unique, natural sound quality that ReSound hearing aids provide.

The content was launched to hearing care professionals, GN Hearing employees and the hearing loss community at a virtual concert on World Hearing Day 2021, where Sivu performed an intimate music set. 70% of the key brand messages pulled through into the video. The launch event was attended by people across 30 countries, and hearing care professionals vocalized enthusiasm for sharing the film with their patients. The film has also been shared internally across GN Hearing as a best practice example for marketing activities.