Challenge

De-stigmatise hearing loss and increase awareness of Specsavers as a hearing expert 

The Work

​To start a new, less scary public health conversation about hearing loss, Specsavers turned one of the most famously misheard songs into a hearing test you couldn’t ignore. Re-recording Rick Astley’s Never Gonna Give You Up with the wrong lyrics people have been mishearing for years – releasing it by ‘Rick-Rolling’ the world.

Impact

We started a national conversation on hearing loss that drove a record-breaking 66% increase in hearing test bookings, with Rick's launch post generated a staggering 8 million organic views in just 48 hours - his most viewed social post ever.