Hearing Health Foundation is thrilled to launch its newest set of PSAs (public service announcements), “Protect Your Ears,” as part of our ongoing Keep Listening prevention campaign, whose overall goal is to create a culture shift around how we think about healthy hearing.

Launched in conjunction with October’s Protect Your Hearing Month, the new set of PSAs celebrates hearing the things we love—and the importance of protecting hearing so we can keep listening to them for life. 

RaVal Davis, a health and wellness TV host and influencer, asks a diverse range of passers-by about their favorite sounds. Bringing dynamic energy to the videos, RaVal also asks a series of “did you know” questions in order to convey the importance of taking care of hearing as part of overall health.

Participants on the street are quizzed about loud settings, how often to get hearing tests, what ringing in the ears is called, and what steps they may already be taking to protect their hearing. They learn how to pronounce tinnitus, that hearing loss is permanent, and that hearing health is brain health.

In an easy to remember tip, the videos also teach about the "3 D’s” of hearing health: decibels (turning the volume down), duration (how long are you listening?), and distance (how close the sound is). 

Likewise, lowering the volume by just 3 decibels can cut the risk to hearing by half.

“Our goal with these videos is to make hearing health accessible and relatable to everyone,” says Timothy Higdon, HHF’s president and CEO. “By focusing on the sounds people love and want to keep hearing, we’re motivating all of us to take action to protect our hearing, for life.”

The production was overseen by Harlem, New York City–based Mama Bear Media Group, whose prior clients include Target, Nasdaq, Amazon, and a host of nonprofits and advocacy groups such as the Natural Resources Defense Council.

“We were excited to partner with Mama Bear and their expertise crafting compelling narratives executed through visual storytelling,” Higdon says. “Tanya and team understood the mission well and we couldn’t be more happy with the results.”

Led by founder Tanya D. Jones, formerly of Meredith Corp., the crew brought fresh energy and deep production experience to these “person on the street” videos. 

“From our team to our crew,” Jones says, “everyone had a story about the possibility of hearing damage or hearing loss due to excess noise. It was important for us as storytellers to capture authentic reactions from participants on the street so that the audience at home connects and feel empowered to take that next step to protect their ears.”

The videos are rolling out this month on social media platforms and a dozen in various lengths will be distributed to broadcast TV early next year. These “Protect Your Ears” videos join prior broadcast PSAs HHF produced as part of our Keep Listening campaign (“A Few Words About Hearing,” “Listen Up People,” and “Love Your Ears”), which are all available on our YouTube channel and also on the Keep Listening section of HHF’s website. —Yishane Lee

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