Specsavers Audiology
Think Again
2X
Lift Unaided Awareness
(C 36% vs E 71%)
+31%
Offers expert hearing car
+33%
Delivers tailored hearing solutions
(C 60% vs E 80%)
+34%
Provides the latest technology in hearing aids
(C 62% vs E 83%)
The Challenge
Dementia is the leading cause of death for men
and women in Australia. By 2065, the number of
men and women living with Dementia is projected to be 1,000,000+.
The Insight
83% of Australians would be more likely to adopt changes if they knew it could reduce their risk of dementia. Uncertainty stands in the way; fewer
than 1 in 3 Australians are sure about their
Dementia knowledge.
Dementia risk rises by up to 24% for every 10-decibel decrease in hearing. This means we need to shift the conversation from treatment to early prevention and empower Australians with the information they need.
The Idea
Think Again
A national editorial campaign, with Specsavers Audiology, aimed to reshape the public's understanding of dementia. By engaging Australians earlier in life and reducing stigma, we can improve outcomes for individuals, families, and communities.
This came to life through 3 pillars:
Prevention
Public awareness of evidence based habits emphasising prevention as there is no cure. GP Support & Community.
Education
Engage GPs with a concise toolkit on 8 early cognitive change triggers, supported by voluntary education. Plus promote the BrainTrack app for self-monitoring.
Post
Diagnosis support & awareness - Advocate for more access to dementia care navigators and dedicated clinics.
CLIENT TESTIMONIAL
“We were proud to partner with News.com.au
as the major sponsor of their Dementia Think Again campaign. With an alarming number of Australians currently living with dementia—and projections showing this figure is set to more than double in the near future this is a critical health issue that demands greater awareness. Emerging research continues to identify untreated hearing loss as a modifiable risk factor for dementia, and as one of Australia’s largest providers of audiology services, we feel a strong duty of care to help educate and support the community. By encouraging adults aged 50 and over to have their hearing checked regularly, we believe we can make a meaningful difference, and News.com.au provided the ideal platform to deliver this message.”
Tash Wells,
Specsavers Audiology Marketing Manager
Products used:
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Native content
-
Print Advertorial
-
Regional Papers
-
Social
-
Talent-led Video Series
-
MMH
-
news.com.au
-
Content Hub
2X
Lift Unaided Awareness
(C 36% vs E 71%)
+34%
Provides the latest technology in hearing aids
(C 62% vs E 83%)
+31%
Offers expert hearing car
+33%
Delivers tailored hearing solutions
(C 60% vs E 80%)
A NOTE ABOUT RELEVANT ADVERTISING:
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