Specsavers turns up the volume on love with ‘The Relationship Aid’

Specsavers has unveiled a cheeky Valentine’s campaign that positions its latest hearing aid as the ultimate device for rekindling romance.

Created by Golin London, ‘The Relationship Aid’ reframes hearing aids as must-have couple tech, borrowing the playful tone of adult retail to land a serious behaviour change message.

The launch was teased by celebrity relationship expert Paul C Brunson, who sparked intrigue on social with hints of a “game-changing” intimacy device.

The reveal delivers a well-timed rug pull: the seductive AI-powered product promising couples they will “feel closer than ever” is in fact the Specsavers Advance 65 hearing aid.

The integrated push spans film, radio, paid digital, social and print, with MG OMD handling media and Tangerine leading social.

It is underpinned by research showing Brits spend £11.3bn annually trying to reignite romance, while 67% say feeling heard is the key to connection. Among couples where one partner wears a hearing device, 32% report improved physical closeness.

The work builds on Specsavers’ multi-year mission to normalise hearing loss. With 18 million Brits struggling to hear properly, and many waiting up to a decade before seeking support, the brand is tackling stigma head on and reframing hearing tech as a spark, not a setback.

Alex Wood, Chief Creative Officer at Golin London, said the team set out to “disrupt the stigma” by reframing hearing aids not as a marker of old age but as “the most exciting couple’s device”, adding that committing fully to the idea opened up new ways to capture attention and spark a conversation about hearing health rooted in love rather than loss.

Bryony Czujko, Brand Communications Lead at Specsavers, added that while hearing loss remains widely overlooked, the brand has already helped reduce denial by 50% in three years. With ‘The Relationship Aid’, she said, Specsavers is taking on the stigma head on, using its signature humour and a cultural hijack to stop the scroll, shift perceptions and ignite a national conversation.

With a playful wink and a cultural hook, ‘The Relationship Aid’ positions Specsavers as the unexpected winner of Valentine’s Day, turning a traditionally sentimental moment into a smart, stigma-busting celebration of real connection.

Health & Beauty PR