RNID’s Don’t Lose the Music campaign has joined forces with the Ministry of Sound to educate clubbers about practising ‘safe decks’. The UK’s leading deafness and hard of hearing charity will deliver the message about protecting your hearing against loud music across a number of platforms targeting UK adults aged 18-35.
The campaign, which has been created by Blowfish Digital, will include a feature broadcast across the Ministry of Sound (MoS) TV network and a Vodcast using the iTunes platform. Blowfish Digital will also be delivering a series of radio podcasts and blogs as well as a digital programme targeting social networking profile pages.
RNID research reveals that 90 per cent of young people have experienced the signs of hearing damage after a night out. RNID’s campaign – based at www.dontlosethemusic.com – wants to educate young people so they can make choices about the risk of exposure to loud noise – the same as with safe sex, sun exposure and drink and drugs.
Emma Harrison, Head of Campaigns, said:
“If you have to shout to be heard by someone two metres away when you’re out in a club, your hearing is at risk. Hearing damage is irreversible in humans and noise over 85 decibels – equivalent to a loud alarm clock, heavy traffic or a power drill at close range – will damage hearing over time.
“We are working with Blowfish Digital to get our message out to this hard-to-reach audience through a number of channels. Blowfish Digital’s expertise in media planning and buying will help us get these messages across.”
Farhad Koodoruth, Managing Director of Blowfish Digital, said:
“We are working with some superb creatives which drive the message home about the seriousness of hearing loss. The success of the campaign hinges on the channels we use to reach this audience. By combining a direct route through the MoS TV network and selected music platforms with a digital networking programme we will promote awareness at source and through a wider, more viral medium.”
Jim Haysom, Head of Digital Sales, Ministry of Sound said:
“This is a fantastic opportunity to reach our audience of 400,000 passionate dance music lovers through exclusive podcast interviews with MoS Radio and a feature video by MoS TV. Clubbers can watch the feature on www.ministryofsound.com or download the video and podcasts in places like iTunes. You will also find links on our Facebook, Bebo and MySpace profile pages.”
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