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Organization: Demant Turkiye
Title: Life is Beautiful When You Hear
Alternate tite:
Life is beautiful when you hear
Description:
As Demant Turkiye, our mission is to raise awareness about hearing health within society through our “Life is Beautiful When You Hear” platform. In line with this objective, we launched a comprehensive campaign to highlight the importance of hearing health on March 3rd, World Hearing Day, aiming to achieve broad public and healthcare professional (HCP) engagement through a series of impactful initiatives.
To ensure extensive reach, our campaign strategy focused on digital media, public relations, screening events, and a creative guerilla activation.
A major highlight of the campaign was a guerilla activation in one of the most iconic locations in Istanbul, which featured custom-made branding. This initiative attracted significant attention from both visitors in Taksim and media outlets, quickly going viral on social media and gaining wide press coverage.
To further drive public engagement and action, we collaborated with key opinion leaders (KOLs) for interviews that emphasized the importance of early diagnosis. One of Turkey’s leading news agencies, DHA, conducted and distributed these interviews, resulting in nationwide media coverage.
Recognizing the power of sports to connect with large audiences, we partnered with the Galatasaray football team, where players took the field carrying a banner promoting hearing health, while the stadium announcer delivered a clear call to action.
In addition, a free hearing screening event in Ankara allowed us to identify individuals with hearing loss. This initiative was also covered by a national TV channel, extending our message to an even wider audience.
Our targeted and creative content for World Hearing Day successfully generated awareness and encouraged public engagement. The campaign received strong support from audiology professionals, who organically shared dozens of social media posts under the “Life is Beautiful When You Hear” message.
We also participated in the İşitder Congress (Hearing Aid Importers Association), where we introduced our platform to audiology students, further strengthening our long-term impact.
As a result of our efforts, the campaign achieved:
– Coverage in over 50 media outlets (TV, digital, and print), reaching 10 million people.
– 1 million views on social media, and
– A 1534% increase in website traffic.
Post-campaign evaluation revealed that 85% of participants expressed an intention to take action regarding their hearing health within the next 12 months—ranging from undergoing a hearing test to consulting a healthcare professional.
Primary site: EUR – Türkiye
Impactful Story:
As a result of our efforts, the campaign achieved:
Coverage in over 50 media outlets (TV, digital, and print), reaching 10 million people.
1 million views on social media, and
A 1534% increase in website traffic.
Post-campaign evaluation revealed that 85% of participants expressed an intention to take action regarding their hearing health within the next 12 months—ranging from undergoing a hearing test to consulting a healthcare professional.
General Photos
Guerilla Activity – tram branding – front
Guerilla Activity – tram stop branding – 1/5 people message
Screening Activity – Ankara
Banner on the field by Galatasaray players
Types of Engagement:
Screening: Yes
Traditional media: Yes
Social media: Yes
Special needs populations:
Participation of policy makers: No
Participation of influencers: No