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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
www.EarBud.org <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
www.hei.org.
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