FOR IMMEDIATE RELEASE
THE CANADIAN HEARING SOCIETY PLANS TO MAKE SOME NOISE IN PREVENTING YOUNG ADULT HEARING LOSS
They will hand out free earphones on International Noise Awareness Day. Or will they?
TORONTO, April 24th, 2012 --- Volunteers from The Canadian Hearing Society (CHS) will take to the streets of Toronto tomorrow for its "Keep on Listening" hearing protection campaign, a unique initiative aimed directly at young people who are damaging their hearing by listening to music too loudly on their mobile media players.
From an idea created for CHS by Manifest Communications, 5,000 young people listening to their devices at Yonge-Dundas Square will be handed what appear at first glance to be free earphones. However, on closer examination, these ear buds will turn out to actually be ear plugs. The surprise 'earfoams' will be accompanied by a message warning recipients that listening to their music at loud volumes will have the same effect on their hearing that ear plugs do, and that effect will be permanent.
"It's imperative that we get this message out there. Most people associate hearing loss with aging, but a recent study showed that 1 in 5 adolescents are already showing signs of noise-induced hearing loss," said Rex Banks, Chief Audiologist and Director of Hearing Healthcare at CHS. "We need to continue to educate young people about what prolonged exposure to music at high volumes now will do to their hearing later."
Jim Diorio, VP and Chief Idea Officer at Manifest Communications says that the fact that many young people have been warned about the dangers of high volume listening but are choosing to ignore them inspired the giveaway idea. "Our idea doesn't just tell them something", he says, "it puts a fun little demonstration right into their hands, so they're more likely to interact with it, share it, and most importantly, remember its message."
Each 'Keep on Listening' package also provides 5 tips for promoting hearing health. The last tip is an invitation to hand the card to a friend and spread the word.
Keep on Listening
Wednesday, April 25th
Event: 11:00 a.m.-5:30 p.m., Yonge-Dundas Square
Spokespeople will be available for interviews: 11:30 a.m. – 1:30 p.m., Yonge-Dundas Square
Founded in 1940, The Canadian Hearing Society (CHS) is the leading provider of services, products, and information that remove barriers to communication, advance hearing, and promote equity for people who are culturally Deaf, oral deaf, deafened, and hard of hearing. Offering a complete roster of essential services, through a network of 28 offices, CHS is a not-for-profit organization governed by a board of directors, the majority of whom are deaf, deafened, or hard of hearing.
Coordinator, Public Relations
The Canadian Hearing Society
Since 1981, Manifest Communications has been Canada's leading social change company, creating ideas that help make change happen for people working in every area of social concern, and for society in general.
VP, Chief Idea Officer