The campaign is aimed at 16-30 year olds and is paid for and run by RNID, the largest charity working to change the world for the UK’s 9 million deaf and hard of hearing people.
Aims and objectives
The campaign aims to stop young people from damaging their hearing through over exposure to loud music. We want to increase the number of people who are aware of the dangers and also increase the number of people taking action to prevent hearing damage.
The campaign is not about:
- stopping people from going to gigs, clubs, festivals or from using personal audio equipment
- preaching to young people or telling people not to listen to music
- making clubs or other venues turn music down
Why is this campaign important?
- Social noise levels in the UK have tripled since the early 1980s. This means we are exposed to more noise in our daily lives than generations before us.
- Regular exposure to loud noise can lead to premature hearing loss. It can also cause ringing in the ears which can become permanent, a condition called tinnitus. Once hearing damage occurs there is no cure, yet noise induced hearing damage is preventable.
- RNID research found that huge numbers of young people are experiencing warning signs of potential hearing damage (ringing and dull hearing) yet they don't know what they should do to protect their hearing.
- The Medical Research Council estimates four million UK adolescents are at risk of hearing damage from amplified music.
- In other areas of public health – diet, sex, smoking, alcohol, drugs, sunbathing – the public has been provided with information which allows them to make an informed choice. Sadly, this is not the case with the dangers of over exposure to loud music.
Campaign strategies
Don’t Lose The Music has successfully introduced the issue of hearing protection to young people in a positive, fun and relevant way. As the campaign aims to raise awareness amongst young people we try to reach them wherever we can. Our activities include:
- development of a specific ‘Don’t Lose The Music’ brand
- a ‘Don’t Lose The Music’ website with relevant information and advice
- persuading well known musicians and DJs to support the campaign
- going to events such as music festivals, trade shows and club nights
- doing research with young people who are at risk
- distribution of materials such as flyers, stickers and posters
- promotional partnerships with companies such as Richer Sounds and Sensorcom
- communication of our stories through the media
- running Don't Lose The Music Week
Other RNID Campaigns
The Don’t Lose The Music campaign is aimed at young hearing people, and complements our Noise at Work campaign which is aimed at UK employees of all ages. RNID runs many other campaigns. If you want to find out more about those you can visit the RNID website.
