Breaking the Sounds of Silence - Pindrop

The Issue

Increases in government funding for cochlear implants for adults was not a high prioirity and to supplement the cochlear implant community’s voice about the impact of severe hearing loss had on their lives and the contrasting benefits a cochlear implant makes, the Pindrop Foundation wanted a campaign to emotionally engage with their key audiences.

The Solution

It was proposed that touring a photo exhibit, integrating a photo booklet and online video be launchedin Hearing Week to showcase the effects of loneliness caused by severe hearing loss and the contrasting life changing benefits of CI.

A diverse range of CI recipients (12+) were to have a photo shoot and film interviews showcasing contrasting images of loneliness/sadness to happiness/joy, launched hearing week, as New Zealand’s first “celebrating hearing” photo exhibit.

In addition, the complementary booklet of images contained quotes and biographies from models about their journey which were to be sent to every MP/Minister, with MP’s invited to attend exhibit launces

As a follow up, cochlear implant clients would request meetings with their local MP’s to share their personal stories.

The Result

The Breaking the Sounds of Silence campaign launch in Auckland was featured in the Auckland festival of photography and attracted 150 attendees to the exhibit from across the cochlear implant community and beyond, including surgeons, researchers, health professionals, clients and photography enthusiasts. Local MP’s opened the regional exhibits and clients secured follow up meetings with their MP’s. The accompanying booklet was sent to all MP’s and the online video was viewed 30,000 times. Interviews were secured with Maori TV, Women’s Day, Fairfax Media, with