Initiative has been appointed media agency of record for Ear Science Institute Australia following a competitive pitch. The partnership will be managed from the agency’s Perth office, with support from its national team as required.
With competition intensifying in the hearing care category, Ear Science has tasked Initiative with building greater awareness and consideration of its clinics, research programs and educational initiatives.
Under the new remit, Initiative will oversee full media strategy, planning and buying across Western Australia and New South Wales. Campaign activity is set to roll out in the coming months.
Paige English, Head of Initiative Perth, said the team was deeply inspired by Ear Science’s mission throughout the pitch process.
“It’s a privilege for our team to help bring such an important message to life,” English said. “Through our campaign, we’ll meet audiences in everyday moments where sound truly matters helping them see that better hearing can transform daily life.”
“This partnership means a lot to our team professionally, and to me personally. As someone who lives with hearing loss, learning about the groundbreaking research and solutions funded by Ear Science gave me genuine hope for the future. We can’t wait to bring our campaigns to life and advocate for real change that matters.”
Christina Blake, Head of Brand and Development at Ear Science Institute Australia, said the partnership comes at a pivotal time as the organisation looks to encourage Australians to take proactive steps toward healthier hearing.
“When it comes to hearing loss, it’s common for people to avoid the issue — and when they do seek information, they can often feel overwhelmed,” Blake said. “We help people stay connected to what matters by offering advice that is research-driven and focused on their needs.
“Avoidance can lead to maladaptive behaviours and people making their worlds smaller without even realising it. We were inspired by Initiative’s commitment to using the power of media to make a measurable difference in people’s lives and can’t wait to kick off our partnership.”
Ear Science Institute Australia delivers clinical care, education and world-leading research for Australians experiencing ear and hearing challenges.
Work on the first campaign is already underway.
Top image: Paige English