With the goal of raising awareness for hearing deterioration, the Union Hearing Aid Centre released a fake eye test. While spectators carefully inspected an eye exam billboard, the ad projected a high-frequency sound that people with poor hearing can't detect. When onlookers get to the end of the eye exam without hearing a sound, the billboard informs them that they need to get their hearing checked.
Though it may seem contradictory, the campaign used eye tests because of their wide acceptance among the general public. Since hearing tests are generally ignored, the Union Hearing Aid Centre decided to piggyback off of the success of eye examinations to provide people with hearing checks.
The campaign was designed and executed by Canadian ad agency DraftFCB in Toronto.