The Royal National Institute for Deaf People is to step up its
campaign warning young adults of the dangers of regular exposure to loud
The campaign, called 'Safer Sound', is seen as vital to prevent deafness
in later life. Its annual January activity is now under way, while
first-time promotional pushes for Bonfire Night and many of this year's
biggest music festivals are in the planning stage. The key message is to
use ear plugs at such events.
Celia Richardson, PRO at RNID, said: 'This work will have a greater
emphasis on the club and music scene later in the year. The generation
we are focusing on are those who remember the Aids ads of the 1980s,
where prevention was the key message.'
The RNID, whose communications is headed by Brian Lamb, has also linked
up with pub computer game company Gamesnet to run a 30-second film this
month to highlight the dangers of excessive noise.