Cochlear wants to raise awareness of hearing issues with software that personalises content to ability
Cochlear has created a piece of software called Hearprint that can adapt a range of audio levels on content to the viewers hearing ability.
The idea behind the campaign is to promote Cochlear’s technology, which adapts to a user’s needs, rather than just turning everything up.
Janet Menzies, general manager of Cochlear Australia and New Zealand, said: “No two people hear the world the same. The new Hearprint tool helps Australians to visualise their unique sound calibration.”
The centre of the campaign is a content series about influential people with hearing problems, of which the sound levels can be adjusted to create the best sound experience personalised to a users ability. Alongside that, Cochlear has released the software as a Google Chrome extension so that people can watch and listen to any content with the customised experience.
Two films follow the story of leading practitioners who thought they would suffer in their careers due to poor hearing but found solutions in technology. The first film features Jennie Brand-Miller, a leading nutritional scientist and professor of human nutrition at the University of Sydney, and the second film focuses on the story of Andy King, a high performance surf coach.
The project was created by CHE Proximity, alongside audiologists and sound engineers. While the documentary-style films were directed by The Glue Society.
Brian Jefferson, group creative director of CHE Proximity, said: “We don’t want to just make ads for Cochlear, we want to create experiences that help people reconsider their hearing and how Cochlear could help. Every day, thousands of Australians aren’t hearing as they should so for those people, the Hearprint turns every video on the Internet into a chance to realise there’s a better solution. And what better way to introduce it to the world than through the amazing stories of Jennie and Andy.”
The campaign will be supported via an addressable media campaign and PR activity.
