To spark a new, less scary public health conversation about hearing loss with zero paid budget, Specsavers turned one of the most famously misheard songs into the world’s first mass hearing test by re-recording Rick Astley’s Never Gonna Give You Up with the lyrics people have been mishearing for years, then ‘Rick-Rolling’ the nation by releasing it without explanation to make Brits question their ears. Driving a national conversation around hearing loss, over 20 million organic social plays in 8 hours, blanket media coverage and a 1220% above target increase in Specsavers hearing test bookings.