MARKETING CAMPAIGN
My Time Is Now
01 | The Problem
02 | The Strategy
Our target demographic for this piece is the Baby Boomer generation +/- 10 years. The data shows this generation is one that is more concious of their own health — and more importantly, more responsive to messages around self-actualization and empowerment. So if we can show hearing loss as a loss of self (and speak to hearing treatment as a reclamation of self) — and emphasize that it’s not just getting back to normal, but that there still is opportunity for greatness in their lives — we can begin to motivate prospective patients to take action from a more profound, and motivating place.
On it’s face, hearing loss can be seen as simply being “hard of hearing”— which minimizes the true, detrimental impact of the condition. And in particular, ignores the social and personal cost that missing small moments of connection can bring. So how can we reframe hearing treatment from “hearing better” to “reconnecting with your life”?
03
The Solution
By featuring large, powerful portraits of real-feeling people, we can create an immediate sense of personhood. Of identity.
Then, pairing these images with the headline “My Time Is Now”, we cast the image in a light of determination and empowerment.
Throughout, bold color and organic textures help emphasize both the resoluteness of the message and the humanity underlying it.
