Challenge

People avoid hearing tests for up to 10 years because hearing loss terrifies them.

The Work

To start a new, less scary conversation about hearing loss, we turned one of the most famously misheard songs into a hearing test people couldn’t ignore. Re-recording Rick Astley’s Never Gonna Give You Up with famously misheard lyrics and releasing it to ‘Rick-Roll’ the nation.

Impact

The work started a national conversation on hearing loss – the song was played 20m times in just 8 hours, the story made news in 95% of the UK’s major titles and Specsavers saw hearing test bookings rise a record 1220% above target.

The Misheard Version won Six Cannes Lions including two Grand Prix's, making Golin the first-ever PR agency to win PR Lions Grand Prix for a creative idea.