Feb 2017 Mashable Australia; B&T magazine; Mumbrella; Daily Advertiser
Hearing loss affects many of us, but few people talk about it. A short film, Does Love Last Forever, wants to open up that conversation. The film has two very different outcomes, that depend entirely on the viewer's hearing ability. The film follows a couple from courtship to marriage and through to middle age. For those that hear well, it would appear the couple’s relationship remains intact.
For those that have difficulty hearing, the film's audio techniques, choreographed performances and clever editing would make it appear that the couple's relationship is deteriorating as the film goes on. Lips are covered during some conversations, making them difficult to read. Ambient sounds mask loving discussions between the couple.
It was all created by Cochlear. Their short film is being shown before screenings of Lion in cinemas. Ultimately, the company wants to raise awareness for hearing loss and remind people that they have treatment options. "When you take away the ability to lip read and background noise, it becomes very difficult for people with hearing loss to follow the conversation," said Emma Ramsay, Senior Audiologist at Cochlear. Pretty clever, hey.
Over 3.5 million Australians are living with some form of hearing loss, with the majority in denial that they even have a problem. The campaign will also be rolled out online where users can take an interactive hearing test that better diagnoses their level of hearing loss, ultimately directing them to the nearest audiologist to seek help. “After witnessing reactions of cinemagoers who experienced the film, and seeing the different conclusions people draw from it, we’re confident more people with hearing loss will watch it, debate it, confront their condition and then hopefully get the help they need,” said Ant White, executive creative director of CHE Proximity.