To spark a new, less-scary public conversation about hearing loss, Specsavers used the power of audio to rework one of the most famously misheard songs into the world’s first 'mass hearing test’. Partnering with music legend Rick Astley’s to re-record ‘Never Gonna Give You Up’ with the lyrics people have misheard for years, then ‘Rick-Rolling’ the UK’s ears by releasing it without explanation. Driving a national conversation around hearing loss, +20 million plays in 8 hours, blanket media coverage and a 1220% above target increase in Specsavers hearing test bookings. A true example of the power of audio & radio.

In the UK, Brits avoid hearing tests because the current cultural conversation around hearing loss is linked to old age. UK hearing healthcare campaigns have traditionally targeted this 'fear of loss' to prompt action and get hearing tested. However, it has had the opposite effect - making people tune out and ignore the issue because it just feels too scary. As a result of these cultural trends, in 2023, the UK public had their heads firmly in the sand about hearing loss. No one wanted to hear about it.

However, looking more broadly at UK culture, 'Mishearing' is a fundamental source of humour that connects people though shared experience. We've all experienced the humour of Mishearing at some point. It's warm. It's engaging. Everyone recognises it. It's no surprise everything from comedy to podcasts to TV has focused on it to drive humour in jokes, shows and films.

We had found our UK cultural insight: 'In the UK, 'Hearing loss' is isolating, but 'mishearing' is connecting’.

Specsavers - as a champion of using humour to talk about health issues in a new way - saw that there was an opportunity to use this cultural insight to create serious healthcare change using sound, not just deliver a laugh.

Rick's classic "Never Gonna Give You Up" starts plays as normal. But as Rick starts to sing, the usual lyrics sound a bit.. unusual. It seems Rick is singing about 'catching nits', 'broken mittens', and before he sings the chorus as "Then I'm gonna give you up, then I'm gonna let you down, then I'm gonna run around with dessert spoons". It becomes clear, the lyrics don’t sound right.

The music track itself is unchanged, with only the lyrics themselves being the misheard reworked version. The track continues to play leaving the listener to question whether they’re hearing the track correctly, to question their own hearing.

Rick Astley:

We're no strangers to lunch.

You know the rules and so do I

A broken mitten's what i'm thinking of

You wouldn't get nits from any other guy

And I just wanna tell you how I'm feeling

Gotta make you understand

Then I'm gonna give you up

Then I'm gonna let you down

Then I'm gonna run around with dessert spoons

Then I'm gonna make you cry

Then I'm gonna say goodbye

Then I'm gonna tell a lie... and hurt you

We've know each other for so long

Your aunt's been naked, but you're too shy to sing

Inside we both know what's going on

We know the game and we're gonna play it

And if you ask me how i'm feeling

Don't tell me not to plant a seed

Then I'm gonna give you up

Then I'm gonna let you down

Then I'm gonna run around with dessert spoons

Then I'm gonna make you cry

Then I'm gonna say goodbye

Then I'm gonna tell a lie... and hurt you

In 2023, Brits were avoiding hearing tests for up to 10 years due to stigma around hearing loss; resulting in reduced quality of life and feelings of isolation.

But this is much more significant than a hearing problem. Hearing loss is linked to heart conditions, cognitive impairment, Alzheimer’s disease, and other chronic diseases including diabetes and high blood pressure. Regular hearing screenings can show warning signs of these medical conditions, helping you get the required care sooner.

Specsavers - a brand normally associated with eyecare - needed to change the trajectory of hearing test engagement to save not just hearing, but also protect long-term public health.

Our brief was to create an idea that reimagined the public health awareness campaign model to increase hearing test bookings by 5% among our core target audience of 40 – 60 year olds and their ‘peer influencers’ aged aged 25 – 40 year old.

BUSINESS IMPACT: Achieved a 1220% above target increase in hearing test bookings (66% increase vs 5% target), a feat unparalleled in Specsavers' history and among its competitors.

CULTURAL IMPACT: Generated a nationwide discourse on hearing loss, securing coverage from 95% of mainstream news outlets and over 400 pieces of organic media, with a reach of over 100 million. Featured prominently in top-tier media such as The Guardian, Daily Mail, Lorraine, This Morning, and ITV news. Achieving over 20 million organic social post views within 8 hours, with Rick's teaser becoming his most viewed post ever. Creating outstanding engagement with 28.2 million organic social reach, 95 million impressions, and 4 million interactions. Driving a 138% surge in search traffic for Specsavers audiology services, with "Specsavers," "hearing," & "hearing aids" trending on Google search during launch. As well as a 13% rise in the perception of Specsavers as experts in hearing care.

We needed to cast a musical icon and voice, that appealed to both older and younger generations of our target audience, with a culturally recognised singalong track; that was also subject to significant mishearing of its lyrics. This was already a casting nightmare - but added to the casting requirement was that the artist also be suffering hearing loss, to make them a relevant spokesperson for our campaign.

After an intensive casting research process, Rick Astley was chosen. 'Never gonna give you up' is iconic among older people, but also younger audiences due to its use in the famous 'rick roll' internet trend. His voice and delivery cut through any radio playlist - provoking instant singalongs.

And his deadpan humour enabled us to rework his most iconic song and perform a completely dry rendition of the new ridiculous lyrics in style that made our audience listen closely, questioning their ears.