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Volume 8 Issue 3 (pdf) - Andrew John Publishing Inc

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By David Kirkwood<br />

ANAHEIM, CA–An international public<br />

art initiative, a “Three Wise Monkeys”<br />

campaign to encourage regular hearing<br />

health checks, and a pocket-sized<br />

electronic hearing testing device<br />

captured top honors in the Ida Institute’s<br />

competition, Ideas, Speak up – Action and<br />

Awareness for Hearing Loss. The winning<br />

entries were celebrated at a reception<br />

held here April 3 at the start of the<br />

American Academy of Audiology’s<br />

annual convention, AudiologyNOW!<br />

2013.<br />

The purpose of the international contest<br />

was to stimulate ideas with the potential<br />

to create public awareness of hearing<br />

loss, put hearing loss on the public<br />

agenda, and encourage people to take<br />

action to address hearing loss.<br />

The Ida Institute, a Danish-based<br />

independent non-profit foundation<br />

funded by the Oticon Foundation,<br />

launched the ideas competition at<br />

AudiologyNOW! 2012 held in Boston.<br />

Over the following months it generated<br />

more than 400 submissions from all<br />

over the world.<br />

three top priZes<br />

From these, first prizes were awarded in<br />

three categories. The winning entry in<br />

the Public Awareness Campaign<br />

category was submitted by Curtis Alcott,<br />

from the United Kingdom. Entitled<br />

“Three Monkeys: Eyes Checked. Teeth<br />

Checked. Hearing Checked,” his idea<br />

was to link a simple message to the<br />

iconic three wise monkeys (“See no evil,<br />

hear no evil, speak no evil”) to raise<br />

awareness of regular hearing health<br />

checks. The monkeys encourage making<br />

hearing checks part of a health routine<br />

that also includes getting one’s eyes and<br />

teeth checked on a regular basis. The<br />

three monkeys image can be used in<br />

many media, including print and<br />

broadcast advertising, web sites,<br />

billboards, bus posters, and cinema<br />

trailers.<br />

Khalid Islam of Bangladesh invented the<br />

winning idea in the Best Event category.<br />

He devised “Look Who’s Hearing,” an<br />

international public art initiative that<br />

would involve “fitting” hearing aids on<br />

statues in major cities around the world.<br />

The artist-designed hearing aids could<br />

be mounted as sculptures and then<br />

auctioned off to support hearing health<br />

charities. An Internet campaign would<br />

enable people to follow this initiative,<br />

track the next statue, and spread<br />

awareness.<br />

In the Best Gadget category, Kasper<br />

Rubin, a Dane, won the blue ribbon for<br />

his Hearing Tone Test Card, an<br />

inexpensive electronic card that would<br />

serve as a practical hearing checker. The<br />

pocket-sized card uses simple electronic<br />

technology like that used in singing<br />

greeting cards. However, instead of<br />

making music, the technology is used to<br />

test hearing.<br />

At the reception in Anaheim where the<br />

contest winners were announced, Niels<br />

Boserup, chairman of the Oticon<br />

Foundation, said, “We recognize that to<br />

continue the good work of this project<br />

and to achieve increased public<br />

awareness of hearing loss worldwide will<br />

require a strategic, dedicated initiative.”<br />

He added that the Oticon Foundation<br />

“will investigate ways to develop and<br />

implement the worthy ideas.”<br />

Lise Lotte Bundesen, managing director<br />

of the Ida Institute, said, “The Ideas<br />

Campaign sparked the creativity and<br />

passion of people around the world.”<br />

ideas Worth hearing<br />

The prize-winning ideas were selected<br />

by a panel of judges including Brenda<br />

Battat, executive director of the Hearing<br />

Loss Association of America; Tom Healy,<br />

a writer, poet and chairman of the<br />

Fulbright Foreign Scholarship Board;<br />

Bob Isherwood, former worldwide<br />

creative director of Saatchi & Saatchi,<br />

the Ideas Agency; Sergei Kochkin, PhD,<br />

former executive director of the Better<br />

Hearing Institute; and Helle Østergaard,<br />

executive director of the Crown Princess<br />

Mary Foundation.<br />

These and some of the other best ideas<br />

submitted can be viewed online at Ideas<br />

Worth Hearing. The Ideas Catalog is<br />

designed to inspire and to help people<br />

around the world take action and start<br />

raising awareness of hearing loss in their<br />

communities.<br />

http://hearinghealthmatters.org/hearin<br />

gnewswatch/2013/three-best-ideas-toraise-awareness-of-hearing-loss-are-ho<br />

nored-at-aaa-convention/<br />

By Robert Traynor<br />

Most audiologists realize that noiseinduced<br />

hearing loss (NIHL) refers to a<br />

gradual, cumulative and preventable<br />

decline in auditory function that follows<br />

repeated exposure to loud noise. It is, of<br />

course, the leading cause of preventable<br />

hearing loss. It is also estimated that<br />

10% (30 million) of Americans are<br />

encountering hazardous levels of noise,<br />

that 25% of those working in the<br />

construction, mining, agriculture,<br />

REVUE CANADIENNE D’AUDITION | CANADIAN HEARING REPORT 11

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