The agency won the account following a three-way pitch, which took place last week involving Ogilvy & Mather and JWT, to handle the campaign, which is set to involve broadcast advertising, press and poster work, online promotion as well as direct marketing.
The charity's campaigns co-director Sue Osborne said that activity is due to start within months and will primarily target middle-aged people, who are at risk of hearing loss.
"This is a group where many people are in denial about hearing loss. We want them to take hearing tests and action to do something about it," Osborne said.
Although with an initial 拢1m spend, Osborne says this could rise further, "once we see how the campaign is going".
She added it is important the campaign is "multi-layered" and Euro RSCG has been selected as a "one-stop shop", which is likely to include a revamp of its to include promotion of the campaign.
Ben Langdon, Euro RSCG UK chairman, said: "We are thrilled to have seen off stiff creative competition to be appointed to manage this communications task and delighted by the challenge of developing a campaign that will both prompt action from those people who might benefit from a hearing device and raise public awareness of the issue."
This latest advertising push will run alongside the charity's ongoing campaign at young people, called "Don't Lose the Music". This has included promotional activity at festivals such as Glastonbury.
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