Hearing Health We Want You to

preventing NIHL

The World Health Organization says 1.1 billion young people—or 50 percent of the world’s population ages 12 to 35—are at risk for hearing loss due to prolonged and/or excessive noise exposure. In the United States, nearly one in five teenagers ages 12 to 19 already shows signs of noise-induced hearing loss.

We Want You to Keep Listening, Safely

Hearing Health Foundation’s new public health campaign is aimed at preventing hearing loss from noise among young people.

Hearing Health Foundation (HHF), whose mission is to prevent, research, and cure hearing loss and related conditions, launched a powerful outdoor public health ad campaign in June 2021 to drive home the message—especially to young people—that playing music too loud for too long on personal listening devices can cause permanent hearing damage.

The visually provocative HHF ads and accompanying digital “Keep Listening” campaign (hhf.org/keeplistening) promote healthy hearing habits for life. While attention-getting, the campaign sends a positive message overall: that young people have the power to prevent noise-induced hearing loss by making simple changes in their listening habits and taking daily precautions. “Keep Listening” shares how proactively turning down the volume on headphones and earbuds and wearing earplugs in loud places, such as sports stadiums and concerts, can help make sure that hearing lasts a lifetime.

The campaign includes a 30-second video that subverts the idea of a shiny new tech product launch. Headphones that are revealed to actually be grenades hammer home the message that listening to music on headphones at their maximum volume can cause permanent hearing damage in only a matter of minutes. The video is accessible through various types of online and social media platforms, the better to reach a young target audience.

Hearing Loss and Overall Health

Hearing loss affects the brain, heart, and mental health, leading to social isolation, depression, falls, and even dementia, as mild to moderate untreated hearing loss has been linked to cognitive decline. It also impacts school and job performance: Unaddressed hearing loss is associated with lower income potential and higher unemployment.

“Noise-induced hearing loss is the biggest public health emergency that most people don’t know about, even though hearing loss is more common than diabetes or cancer,” says Timothy Higdon, HHF’s president and CEO. “Too few young people—and their parents—recognize that hearing loss can occur at any age due to noise exposure. Teenagers and people in their 20s and 30s wrongly believe hearing loss affects only parents and grandparents—not them.

“And that means many are tuned out to the danger of loud volumes heard through headphones and earbuds, and the ear-crushing sound at the movies, concerts, subway stations, gyms, and even weddings. With our ‘Keep Listening’ campaign, we want to help spread the word about the risk from excess noise and encourage everyone to take basic steps to protect their hearing.”

The World Health Organization says 1.1 billion young people—or nearly 50 percent of the world’s population ages 12 to 35—are at risk for hearing loss due to prolonged and excessive noise exposure. In the United States, nearly one in five teenagers ages 12 to 19 already shows signs of noise-induced hearing loss.

The “Keep Listening” public health ads will run on digital displays in PATH

train stations in New York City that connect to New Jersey, on buses in San Francisco, and in train stations and around neighborhoods in Chicago. Award-winning Chicago agency The Escape Pod oversaw the creation and production of the ads and video.

Creating a Culture Shift

Just as public behavior changed when the cancer risk from secondhand smoke and sun overexposure was better understood, HHF wants to mobilize a culture shift on hearing loss so that all ages recognize the risks of excess noise.

“Our goal is to persuade every young person that their hearing is precious and is worth protecting and preserving,” says HHF board member Anil Lalwani, M.D., the chief of the division of otology, neurology, and skull base surgery at Columbia University in New York City. “And that we can all protect our hearing without giving up activities we love.”

Lalwani adds, “We’re definitely not here to tell anyone that they have to give up concerts or using personal audio systems with headphones or earbuds. It’s just the opposite—we want everyone to keep listening safely and judiciously.”

Take Simple Precautions

Even a small reduction in decibels can offer significant protection, according to the World Health Organization. Because the decibel scale is logarithmic, going just a little up—or down—in volume makes a huge difference. » Turn down the volume on headphones. Listen as low as is comfortable, ideally only up to 50 percent of the max. Since headphones can reach 100 decibels—or more—this can permanently harm hearing in minutes. » Take frequent listening breaks by removing headphones or earbuds or walking away from loud sounds. The longer you can rest your ears between listening sessions the better. » Carry inexpensive foam earplugs with you at all times and use them in loud places—such as gym classes, bars, dance parties—and around lawn equipment, construction sites, even your kitchen blender.

With prevention part of our core mission, HHF is thrilled to draw attention to this critical public health issue that is especially important to highlight among the younger generation. We want you to keep listening, safely.

Chicago agency The Escape Pod oversaw the creation of a video that subverts the idea of a shiny new tech product launch with a warning about permanent hearing loss from listening too loud for too long.

Even a small reduction in decibels can offer significant protection. Because the decibel scale is logarithmic, going just a little up—or down—in volume makes a huge difference.

For more and to view the video, see hhf.org/keeplistening. For references, see hhf.org/summer2021-references.

Share your story: Tell us how you practice safe listening at editor@hhf.org.