Hearing impairment is known to be one of the most frequent sensory impairments. This condition is known to be a hidden disorder which is under recognised and under treated all around the world. The World Health Organisation (WHO) estimates suggest that there are over 275 million people with hearing impairment and 80% of them living in low and middle income countries. Moreover, the estimates suggest that incidence and prevalence of hearing loss and also the number of people with hearing loss accessing services varies considerably across countries. This rises the need for health promotion (or public awareness campaigns) directed to increase awareness and education of hearing loss and hearing healthcare. This paper provides brief discussion on ‘Stories and storytelling’, ‘Cross-culture and cross-cultural communication’ and ‘Health promotion and cultural sensitivity’. The central focus of this paper is to highlight the applications of storytelling in different cultural context in health promotion, particularly to hearing loss public awareness campaigns