Annual Report 2010/11 - Sonova

44
CORPORATE SOCIAL
RESPONSIBILITY
As a global leader in hearing solutions, the Sonova Group
takes its social responsibility seriously and is involved in
numerous projects related to the issue of hearing. One of
the most important projects is the Hear the World initiative
launched by Phonak in 2006. The goal of Hear the World is
to raise broad public awareness about the importance of
good hearing and the consequences of hearing loss as well
as about prevention and solutions. Through the Hear the
World initiative, Sonova has successfully increased the attention
received in the media on the issue of hearing, a topic
that has been largely ignored, and thus considerably boosted
public awareness. This success of this project is unique
throughout the entire industry and has received most prestigious
prizes for communication and marketing in the
world.
Today, around 50 celebrities act as ambassadors for Hear
the World. They contribute to further raising awareness
of the importance of good hearing in a series of photographs
taken by Bryan Adams. Hear the World was also able to
attract several new high-profile ambassadors including the
worldwide celebrities Sting, Ben Kingsley, Julianne Moore,
and Take That.
The global educational work carried out by Hear the World
is based on an integrated communication platform. It brings
together elements such as events, studies and surveys,
media relations, the website www-hear-the-world.com, free
hearing test campaigns, the HEAR THE WORLD magazine,
a network of experts, and the prominent ambassadors. A
highlight this year was the partnership formed with New
Kids On The Block singer Joey McIntyre. This Hear the World
ambassador talks openly as a father about his son’s hearing
loss and draws attention to the importance of good hearing
and early detection of hearing loss for young parents in a
public service announcement (PSA) on US television. A PSA
is broadcast for free by American TV networks if it is an issue
in the public interest.
A central element of the initiative is the Hear the World
Foundation. The non-profit foundation is dedicated globally
to promoting equal opportunities and improving the quality
of life for people affected by hearing loss. To achieve these
goals, the foundation provides financial funding and makes
hearing systems available. A particular focus is placed on
sponsoring projects that support children with hearing
loss so that they can develop at the same pace as their
peers.
The first charity gala benefiting the Hear the World Foundation
took place in Berlin in October 2010. Received with
a high level of media interest, the event helped raise more
than EUR 50,000 in charitable donations for the Hear
the World Foundation through the support of 300 invited
guests including celebrities from politics, business and
media. A significant portion of the donations stemmed from
an auction of original portraits taken by Bryan Adams
of famous Hear the World ambassadors including Annie
Lennox, Lenny Kravitz, and Diane Kruger. The Hear the
World awards for outstanding accomplishments in the categories
of “prevention”, “solutions” and “support” were
presented for the first time at this gala event.
The Hear the World Foundation attaches great importance
to sustainability in selecting the projects it supports.
This means, among other things, that when devices are
donated, it must be ensured that they are adjusted,
regularly checked, and batteries supplied for them on an
ongoing basis. Particularly when it comes to children, it
is often the support measures, like speech therapy, that are
indispensable for speech development in line with their
age group. In 2010, the foundation supported ten projects
around the world by providing hearing systems and
funding totaling CHF 953,348.
One of the sponsored projects is IMEDI which is part of the
Swiss organization “Hilfe für Georgien” (Help for Georgia)
which supports a state-run school in Tblisi for children with
hearing loss. Only a very small handful of parents can afford
hearing systems for their children here. Most students live
in an isolated world without sound. In a first step, 100
students were given hearing systems by the Hear the World
Foundation. Experienced audiologists from the local
state-run hospital assume responsibility for adjusting and
supplying the devices.
In the Dominican Republic, the Hear the World Foundation
supports the Australian organization EARS in establishing
sustainable medical care for people with hearing loss. The
top priority is training a local workforce. This not only
creates jobs, it empowers people to take action themselves.
Within the scope of the programs offered by the EARS
project, students can qualify as a hearing system technician
after two years and an audiologist after four years.