Unlocking creativity to spark healthcare conversations

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Unlocking creativity to spark healthcare conversations

Dive into the strategy and creative that helped Specsavers disrupt the norm with Rick Astley’s misheard version and create a national conversation on hearing loss 🎶


  • Natasha Weeks, Virgo Health, Executive director, Consumer Health
  • Alex Wood, Golin, Chief Creative Officer

To start a new, less scary conversation about hearing loss and encourage people to get their hearing tested, 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 – then releasing it by ‘Rick-Rolling’ the world and creating a national conversation on hearing loss. Watch back the team behind Specsavers’ disruptive audiology campaign for a conversation on creativity in healthcare and a look at the insights, strategy and creative that led to this cultural moment, as well as the learnings along the way.

This virtual session included:

  • How Specsavers made Rick Astley’s iconic song a hearing test phenomenon
  • A deep dive into the strategy and insights that led to unignorable healthcare creative
  • Using earned-first, integrated media strategy to bring creative campaigns to life
  • Overcoming the challenges of delivering big creative within healthcare
  • … And the art of balancing humour and healthcare messages
  • Best practices for ideating in healthcare

Unlocking creativity to spark healthcare conversations


41 minutes