Deafness charity warns MP3 users

Deafness Research UK is to target young people, claiming many have a 'cavalier attitude' to hearing loss.

The campaign is the brainchild of head of comms David Reid, who joined as the charity's first such postholder in January (PRWeek, 27 January).

The charity surveyed the so-called ‘MP3 generation' because many young people listen to personal stereos at excessive volumes.

‘We've discovered that young people don't understand the dangers of hearing loss or what they can do to prevent it,' said Reid.

Consumer and youth media are being used to spread the message that personal stereos should be listened to at a maximum of 60 per cent volume.

The campaign is being funded by Specsavers' Hearcare Centres. The corporate partnership gives Deafness Research access to Specsavers' in-house comms team and retained agency Beattie Group.

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