An estimated one in seven of the UK’s population suffer from hearing loss in varying degrees.Breaking the Sound Barrier, tackles attitudes towards hearing loss and aims to mobilise people who are losing their hearing into action. It promotes a simple four-minute telephone hearing test.Over 220,000 people have taken the test so far, which makes it one of the UK's most successful health promotion launches.The advertising features Clive, a middle-aged man with a hearing problem, and his family and turns on a number of witty situations, which highlight Clive’s hearing loss.