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 🎶
Presenters:
- Natasha Weeks, Virgo Health, Executive director, Consumer Health
- Alex Wood, Golin, Chief Creative Officer
OVERVIEW
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