People 50+ are often reluctant to book themselves in for a hearing test because of a number of barriers such as fear of feeling old, denial of the problem and negative perceptions of hearing aids. Most especially, scepticism around the capacity of hearing aids to help is a barrier. We came up with 'Turn up the things you love' to create a positive, relatable and empowering campaign for Boots Hearingcare, befitting the brand tone of voice. The TV ad uses clever sound design, a volume graphic and real life scenarios that people with hearing difficulties can identify with. The birdsong scene also reminds people that there are sounds they may not have noticed they've lost over time but can hear once again.