Colgate launches ‘Hear Gear’ for Deaf and hard of hearing athletes via VMLY&R and Steeden
Colgate and VMLY&R have partnered with Steeden to develop ‘Hear Gear’, a protective headgear equipped with specialised technology to assist Deaf and hard of hearing Australian rules football players with hearing implants on the field.
Ideated by VMLY&R and designed, tested and built by Steeden, Hear Gear helps to create a more equitable environment for hearing impaired athletes.
Traditional headgear is designed to sit flush against the head to protect the wearer. It absorbs impact, but in a Deaf and hard of hearing athlete’s case, it also absorbs the vibrations that carry sound to the hearing implant. Hear Gear uses a new mould, with a redesigned padding that both accommodates and channels sound to the hearing implant. The lines on Hear Gear represent sound that is now being channelled towards the ear.
To create a stronger player-to-player connection for Deaf and hard of hearing athletes and their teams, Colgate is funding the first production run of Hear Gear headgear via Steeden (the sole owners of its design) to ensure AFL players can enjoy the sport on a level playing field.
The launch of the Hear Gear project is part of ‘The Sound of a Smile,’ a recent campaign launched by Colgate and VMLY&R to raise awareness of the importance of inclusion and belonging in sport. The campaign featured Jamie Howell, a Deaf QAFLW athlete playing for Brisbane’s Yeronga Devil’s. Hear Gear is the third instalment of the campaign and comes just in time for the 2023 season.
Says Anthony Crewes, marketing director, Colgate-Palmolive ANZ: “Colgate believes that everyone deserves a future to smile about. To realise that promise we’ve worked with VMLY&R and Steeden to develop the Hear Gear project, as a truly meaningful expression of our ‘Smile Strong’ platform. The project is inspired by Jamie’s real- life experience and could have wide-reaching effects in Australia. Now, we have moved from telling stories to actively creating them!”
Says Paul Nagy, CCO, VMLY&R AUNZ: “We are so fortunate to work with a brand that doesn’t just talk about optimism, they do things in the real world to create it. It’s a connected brand really having a positive impact. Hear Gear is a simple tool that gives more Australians the ability to enjoy sport just like everybody else, and I’m proud to have been a part of it.”
Client: Colgate
Yves Briantias – Vice President Marketing, APAC
Lyndon Morant – Marketing Director IMC
Anthony Crewes – Marketing Director, ANZ
Kate Hickey – Associate Director Marketing – Oral Care, ANZ
Maria Casas – IBE Lead, ANZ
Daniela Bosso – Senior Brand Manager, ANZ
Special thanks to:
Yeronga Devils Footy Club & Jamie Howell Hannah Gray & the team at Steeden
Creative Agency: VMLY&R
Chief Creative Officer – Paul Nagy
Chief Strategy Officer – Ali Tilling
Group Executive Creative Director – Jake Barrow
Senior Art Director – Bryce Waters
Senior Copywriter – Blair Panozza
Managing Partner – Katherine Chen
Group Account Director – Elaine Loke
Account Director – Sinead Kelly
Executive Producer – Rachel Rider
Senior Content Producer – SarahJane Sands
Integrated Producer – Maddison Fricker
Colourist – Peachy Keen Colour
Design Director – Elliot Owen
Technical Director – Luke Torney
Production Company – Taxi Film/Vault
Senior Producer – Simone Mackie
Brisbane Director / DOP – Tony Prescott
Melbourne Director – Opie Sayner-Hassall
Melbourne DOP – Cesar Salmeron
Stills Photography – Chris Crawford
Retouching – Mark Sterne
Sound Studio – Ran Run
Media: Wavemaker
Group Client Director – Laura Brady
Marketplace Group Director – Octavio Martinez
PR: Inside Out PR
CEO & Founder – Nicole Reaney
PR & Influencer Manager – Isobel Goodwin-Moore
28 Comments
Where’s the toothpaste in all of this?
Well done B&B + team
Proof that a great insight is everything
I used to work on Colgate a bit and know how hard this would have been to get across the line.
Huge congrats to the team involved and Colgate for doing the sort of work they should.
You wouldn’t think Colgate would do something like this. nice one.
I dont get the link between teeth and hair? Wouldnt it have been better to launch a mouthguard ? Can take that idea for free x
For awareness and consideration of Colgate’s imaginary line of auditory care products.
Forget we can use our powers for good sometimes! Congrats on this – nice stuff
It’s unexpected because it’s totally random/disconnected from the brand.
It’s not that hard. From a brand level they’re all about optimism, creating this helmet gives a whole bunch of people excluded from team sports access to a whole new world. Thus giving them more reasons to smile.
Now that’s how you turn sponsorship of the AFL into something that does good for grass roots footy. Nice one.
Simple and awesome. makes sense to me!
One of those ones you can’t believe doesn’t already exist. Well done, lads!
EVERY brand is about optimism these days.
bait
it on the head of a chicken that’s having its steps counted.
Your move, Colgate.
This ad totally misses the mark. Tone deaf. Listen to yourselves guys, you sell tooth paste for crying out loud!!
This is a very very very very long bow for Colgate to be playing with.
It protects almost everything BUT your teeth.
EVEN if your complaints weren’t completely unfounded, how is a brand doing a good thing… not a good thing?
Honestly, I think this is great because of the optimism. Never forget that Colgate owns a ton of brands, but one thing is for sure, this will put their brand top of mind for everyone who knows someone differently abled. While I still stick to using my more environmentally friendly toothpaste, Colgate scored brand awareness points with this one.
Feels scammy.
Approved.
Well done team.
Good on them. Not just for the development of the actual headgear, but for increasing awareness of one of the issues people with hearing tech face. I have two cochlear implants. Trying to find hats that fit loose enough so as not to interfere with processor yet tight enough to stay on, without brushing the magnet of my scalp is quite tricky.
How great is it! Love that this headgear is giving more options for kids and adults with cochlear implants to safely and comfortably attend more sports. Support and awareness is key.
Thank you Colgate for backing up this plan for a better fitting head gear, protecting the cochlear implants (and I’m presuming hearing aides).
We have a deaf son, once those external units (like tiny sound processors) come off his head there is no noise. What most don’t realise is the INTERNAL units to the cochlear implants. Which are 4hr long surgery sessions required per side, to attach electrodes within the cochlear of the ear. There is also a magnet medical grade glued onto the skull. Any big impact to these areas can cause very serious injuries. So thank you for helping bring protection to more kids on the field.
My 9 year old grandson is playing tackle rugby league. He wears conventional head gear but this sounds great. How do you get it?