Willamette Ear, Nose, Throat and Facial Plastic Surgery (WENT) wanted to promote its audiology and hearing aid practice. Conventionally, audiology clinics market strictly to older clientele. After doing research on when interest in hearing aids begins (30 to 40 years of age) and who makes healthcare decisions in the household (young to middle-aged female household “caretakers”), BMG suggested creating an ad campaign directed at a younger audience. The campaign featured full, glossy ads of real patients who didn’t fit the hearing aid stereotype. Hearing aid sales increased significantly despite an economic recession.