A specialist division of health and beauty retailer Boots is encouraging people ‘not to wait until it’s too late’ and book a hearing test, in its latest campaign.

The ad for Boots Hearingcare, devised by creative agency VML London, aims to tackle the issue of hearing loss deniers.

The campaign features two films, featuring a granddaughter and a dog with the tagline: “If you won’t do it for you, do it for them”.

Around 11 million people in the UK live with hearing loss according to the retailer.

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Royal National Institute for Deaf People data from June this year has shown that the figure is higher still, with nearly 18 million people across the country living with hearing loss. Research from Johns Hopkins Medicine in America showed people waited an average of 10 years before getting help with the issue.

VML strategic lead Marcus Robson said: “This work gives the gift of listening, which is the secret ingredient to great relationships.”

The ads will run across TV, video-on-demand and cinema and the broader campaign will run over print, digital out-of-home, out-of-home, digital and radio channels.

Media planning and buying is by Essencemediacom/The Pharm, while production was led by Hogarth/The Pharm.