HEI Launches Hearing Conservation Program for MTV Generation

Editor: We've known for some time that today's kids are damaging their hearing far beyond what earlier generations did, and that the main culprit is loud music. We've seen reports that as many as 17% of high school kids have significant hearing loss! But we haven't seen anyone doing much about it - until now.

The House Ear Institute just announced a new program to make kids aware of the dangers of their music listening habits. Here's the notice.

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Teens and young adults - the so-called "MTV Generation" - are the newest target audience of the House Ear Institute's Sound Partners hearing conservation program. Over the past few years, audio professionals and musicians have benefited from hearing conservation workshops, materials and hearing screenings provided by the Institute's Sound Partners program and its sponsors at industry events. Reaching tens of thousands of industry professionals since its inception, the program's efforts to date have resulted in improved hearing conservation practices within the music and pro-audio industries. The Institute sees a growing urgency to expand its program beyond these industries to reach young consumer audiences, who typically crank up the volume in a world wired for sound, but generally are unaware of the serious risks that loud decibels (exceeding 85 dB) can pose to their hearing. Yet, this sector of the population that considers loud to be synonymous with cool can be particularly challenging to influence in ways that will effect behavioral change.

The House Ear Institute, with support from its industry sponsors and assistance from DeCarolis Design & Marketing Agency, will launch a nine-month test market campaign in Phoenix, Arizona in January 2006 to address this challenge through a series of promotions targeted to teens and comprehensive market research to analyze the results. "This is a vital first step to discovering what it will take to reach this vulnerable sector of the population and ignite a sense of urgency and concern among teens who have an avid appreciation for great sound," said Marilee Potthoff, marketing director, House Ear Institute. "Baby boomers who have early-onset hearing loss from the loud activities of their youth regret that they didn't know enough to protect their hearing from permanent damage when they were young. Our challenge is delivering an effective warning message to the next generation before it's too late."

About the House Ear Institute

The House Ear Institute (HEI) is a private, non-profit 501(c)(3) organization dedicated to advancing hearing science through research and education to improve quality of life. HEI scientists are exploring the causes of auditory disorders at the cellular and molecular level as well as the complex ear-brain interaction, and refining the application of auditory implants, diagnostic techniques and hearing aids. For more information please call (213) 483-4431 or visit the Web site at www.hei.org.