The New Norm

Client: GN

4 in 5 people who need hearing aids don't wear them. Outdated imagery of big, bulky hearing aids in media and culture is fueling stigma and has created an issue that the audiology industry feels passionately about.

To challenge misconceptions whilst enhancing their industry reputation, The New Norm saw GN collaborate with a photographer and 6 influencers – all hearing aid wearers – to create a free bank of modern images that launched on Unsplash. Video content told the stories behind the images to demystify and celebrate hearing loss helping to redefine perceptions. In just 3 months, the images have had 9.2 million views with over 34,000+ downloads. GN enjoyed a 60% SOV on World Hearing Day and received applaud from across the audiology industry and even from competitors.