FOR IMMEDIATE RELEASE
THE CANADIAN HEARING SOCIETY RAISES AWARENESS ABOUT LOWERING THE VOLUME
Yonge-Dundas Square giveaway delivers safe listening message loud and clear to 5,000 people --- On International Noise Awareness Day
TORONTO, April 26th, 2012 - Volunteers from The Canadian Hearing Society (CHS) used a unique giveaway to launch the "Keep on Listening" hearing protection campaign yesterday at Yonge-Dundas Square. It was an 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 were handed what appeared to be free earphones. On closer examination, these ear buds turned out to be ear plugs, which the recipients could then insert in their ears to experience first-hand what hearing loss would be like. These surprise 'earfoams' were 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 the hearing loss will be permanent.
The message of the "Keep on Listening" initiative was not lost on one 17-year old who participated. "Many people have told me that listening to loud will harm my hearing, but to tell the truth I do it anyway," she said. "I like my music loud, but from now on I'm going to listen to it a little quieter."
Rex Banks, Chief Audiologist and Director of Hearing Healthcare at CHS, was on hand for the giveaway. "We know studies show 1 in 5 adolescents are already showing signs of noise-induced hearing loss," he said. "We can tell them to keep the volume low, but that message goes in one ear and out the other, if you will. What we did today really reached them in a different way."
"This 'earfoams' promotion is different because it doesn't preach," offered Jim Diorio, VP and Chief Idea Officer at Manifest Communications. "Instead, it's a fun and surprising demonstration showing them something they'll hopefully remember. And I'm glad to say that nobody was so disappointed by the fact that they weren't actual earphones that they pelted me with them."
The 'Keep on Listening' package also included 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
11:00 a.m.- 5:30 p.m. Yonge-Dundas Square
See high-res images from the Keep on Listening event on April 25th.
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.