RNID takes to the streets for 'loud music'warning

Deaf and hard of hearing charity RNID has teamed up with hi-fi retailer Richer Sounds to warn young people they risk permanent hearing damage through exposure to loud music in clubs, at gigs and from their personal stereos.

From October, posters will be displayed at all 44 Richer Sounds stores across the UK, while free earplugs will be given out with postcards explaining the risks of permanent hearing loss posed by loud music.

A media relations element will target regional press around stores, music and charity publications.

The tie-up is part of RNID's 'Don't lose the music' campaign, which has been running since 2003 and is targeted at 18 to 30-year-olds.

RNID director of corporate partnerships Lucinda Shaw said Richer Sounds' 'music-loving customer base' represented the type of person at which the campaign was aimed. She added that in-store activity would enable the charity to better communicate the 'safe listening' theme to its target audience.

The RNID has steadily increased Don't lose the music's profile over the past three months, and had a stand at the Glastonbury festival in June. Volunteers explained to festival-goers that the 110 decibels generated by speakers around the main stages was the equivalent of the noise made by an aircraft taking off.

The charity generated national coverage in August with a survey in which more than 40 per cent of 18 to 24-year-olds admitted to having the volume too high on their personal stereos.

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