Teens Now More Concerned About Noise and Hearing Health
Editor: House Ear Institute has been running a campaign to make teens
more aware of the dangers of loud music, and it seems to be working!
Here's their press release.
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November 2006
House Ear Institute's Targeted Campaign Grabs Teens' Attention, Raises
Awareness
LOS ANGELES - October 4, 2006 - Marketing research results from the
House Ear Institute's hearing awareness campaign aimed at teens show that
the number of young people who consider noise-induced hearing loss a real
health problem has jumped 42% since the campaign launched in January 2006.
Using the theme "It's How You Listen That Counts" to reach its
target audience, the campaign has been running a teen-oriented hearing
conservation spot on MTV, which also appears on MTV.com and five different
Yahoo! Web sites. Approaching the topic from an angle of teen social
angst, the television spot features teens and an "Ear Bud"
mascot in a scene that warns of the potential dangers to hearing posed by
listening to loud sound. The Internet ads and the MTV cable spot have been
viewed more than 7 million times since January. The http://www.EarBud.org
web site has attracted more than 500,000 visits to date, and the Internet
banner ads promoting the campaign on popular Yahoo! Web sites have enjoyed
a high rate of "click-throughs" by those seeking more
information about noise and hearing.
Teens and young adults are the latest target group for the Institute's
hearing conservation efforts, recognizing a growing need to reach younger
consumer audiences, who typically crank up the volume, yet are unaware of
the serious risks that excessive doses of loud decibels (exceeding 85 dB)
can pose to their hearing. The goal for the initial 10-month test-market
phase of this campaign is to raise awareness among teens about why they
should care about preventing noise-induced hearing loss using messages
determined to have the greatest impact on this audience, based on
extensive market research into their current attitudes and values. With
insights garnered through ongoing research to monitor the test market
campaign, the Institute will be able to confidently deliver an effective
hearing conservation campaign to teens on a wider national scale. Sponsors
for the campaign are Mix Foundation, Sennheiser, Bacou-Dallouz/Howard
Leight Industries, William H. Hannon Foundation, and Etymotic Research.
"Our test phase for this campaign, with phenomenal initial
exposure through MTV and the Yahoo.com sites, has proved to be a vital
first step in discovering what it takes to reach young people with a
message that motivates them to make smart listening choices for their
long-term hearing health," said Marilee Potthoff, marketing director,
House Ear Institute.
About the House Ear Institute
The House Ear Institute (HEI) is a non-profit 501(c)(3) organization
dedicated to advancing hearing science through research and education to
improve quality of life. HEI scientists investigate the cellular and
molecular underpinnings of hearing loss and related auditory disorders as
well as neurological processes pertaining to the human auditory system and
the brain. Our researchers also explore technology advancements to improve
auditory implants, hearing aids, diagnostic techniques and rehabilitation
tools. The Institute shares its knowledge with the scientific and medical
communities as well as the general public through its education and
outreach programs. For more information about HEI please call (800)
388-8612 or visit http://www.hei.org.
