My concept for the hearing loss brief is a very simple one, but it can be expanded across many iterations, and is ideal for a social media campaign.
A series of short videos show loud things happening; e.g a train or an ambulance rushing past, a rock concert, or fans at a football match. The video will be silent, and have a subtitle explaining the sound in the style of the audio description subtitles on TV, which are very direct and simple "loud train noises" or "crowd cheering". Then the tagline at the end of the video will be 'Real life doesn't have subtitles'
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