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People avoid hearing tests for up to 10 years because hearing loss terrifies them, creating a significant public health challenge that required a fresh approach. To start a new, less scary conversation about hearing loss, Specsavers turned one of the most famously misheard songs into a hearing test people couldn’t ignore by re-recording Rick Astley’s “Never Gonna Give You Up” with famously misheard lyrics and releasing it to “Rick-Roll” the nation. The work started a national conversation on hearing loss as the song was played 20 million times in just 8 hours, the story made news in 95% of the UK’s major titles, and Specsavers saw hearing test bookings rise a record 1220% above target. “The Misheard Version” won seven Cannes Lions including two Grands Prix, making Golin the first-ever PR agency to win a PR Lions Grand Prix for a creative idea.
