Optical retailer Specsavers is launching a new campaign for its audiology offering, challenging the public’s passive attitude to mild hearing loss and the problems that putting it off can cause.

Developed in-house by Specsavers Creative, ‘The Whole Conversation’ will be centred around a 30-second spot that highlights the everyday consequences of mild hearing loss, encouraging people to act before it worsens.

The campaign is inspired by research from the brand that shows people are often ‘comfortable’ living with partial hearing, rationalising it with lines such as “I’m not deaf, I just didn’t catch that.” As a result, many delay seeking help, even when hearing loss affects daily conversations.

“We know from our audience research that many people live with mild hearing loss for years without doing anything about it,” said Nick Rainbow, head of marketing – audiology at Specsavers.

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“They might be hearing ‘most’ of the conversation, but they’re not hearing all of it. This campaign challenges the idea that ‘getting by’ is good enough and shows how much better life can be when you’re fully tuned in.”

The creative will run across across TV, video-on-demand, cinema, audio, out-of-home, digital, and press, with the campaign’s main aim to encourage people to book a free hearing check with Specsavers’ audiologists.

Richard James, global creative director at Specsavers added: “Mild hearing loss is an extremely common issue that affects millions, yet many people don’t believe their own situation is ‘bad enough’ to need help.

“We wanted to create something warm, witty and deeply relatable that highlighted how hearing whole conversations matters to and affects people’s daily lives.”