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A Media Snippet accompanying this announcement is offered by clicking on this hyperlink.
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- Globally, 4 out of 5 individuals who want listening to aids don’t put on them, leaving an estimated 344 million individuals lacking out on the sounds of life, speaking and socializing.1
- Rooted in outdated misperceptions and societal stereotypes, the reluctance to put on listening to aids is commonly strengthened by a visually pushed bias of how listening to aids are sometimes portrayed in photographs proven within the media.
- On World Listening to Day, GN is launching a stigma-busting images marketing campaign showcasing actual individuals with listening to loss – from world-class athletes to award-winning musicians – carrying their modern-day listening to aids.
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BALLERUP, Denmark, March 03, 2024 (GLOBE NEWSWIRE) — At the moment GN launches The New Norm, a marketing campaign aiming to sort out the visible misperception individuals have of recent listening to aids, which contributes to the excessive stage of untreated listening to loss.
Globally, an estimated 344 million individuals with listening to loss don’t put on a listening to help, inflicting them to overlook out on the sounds of life, speaking, socializing, and probably even compromising their future well being.1 Misperceptions across the look of listening to aids is a key contributing issue that daunts and delays individuals from addressing their listening to loss.
Till now, the pictures of individuals carrying listening to aids accessible to media and others to make use of of their reviews have been restricted, typically outdated and nearly solely characteristic older individuals carrying listening to aids which can be out of date. In response, GN, a world chief in listening to know-how, labored with photographer Gala Ricote (who has worn listening to aids for over 20 years) to {photograph} six inspiring listening to help wearers. The result’s a putting, perception-shifting assortment of free photographs that GN hopes will assist substitute use of outdated and stereotypical imagery.
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The New Norm picture financial institution offers entry to free, high-quality photographs that characterize the trendy period of listening to aids and celebrates life with listening to loss. Starting from close-up in-ear pictures displaying the newest listening to know-how, to enjoyable way of life imagery exhibiting actual life achievements, the picture financial institution offers a wider choice of constructive and consultant photographs for media, academia, non-profits and others reporting on listening to loss.
The brand new assortment of photographs goes stay on World Listening to Day, an initiative from the World Well being Group (WHO), which this yr is specializing in altering societal mindsets. The photographs characteristic Welsh Paralympic athlete Olivia Breen, Amsterdam-based comic Lara Ricote, UK singer-songwriter James Web page aka Sivu, New York DJ Julie Slavin often called DJ Hesta Prynn, US historian and creator Jaipreet Virdi and musician Jacob Kulick from Nashville. The group has come collectively to sort out societal misperceptions and share their very own private journey of residing with listening to loss and the challenges they’ve confronted.
Creator and historian Dr Jaipreet Virdi shares, “On the age of 4, my world went silent as a extreme case of meningitis left me with listening to loss. I wasn’t fairly deaf sufficient for the Deaf neighborhood or fairly listening to sufficient for “regular” society. I’ve been by means of a number of listening to help improvements over time and have skilled first-hand societal stereotypes that at occasions made me query whether or not I ought to put on my listening to aids or not. Increasing the breadth of listening to help design and exhibiting actual innovation by means of the brand new photographs as a part of this marketing campaign opens prospects for imagining how style, model and know-how can merge to have fun, quite than diminish, deaf id.”
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Photographer and life-long listening to help wearer Gala Ricote explains: “As somebody who has worn listening to aids since I used to be younger, this marketing campaign from GN is so vital to me. I’ve seen first-hand the advances in listening to help know-how and magnificence change over time, however the visible illustration of listening to aids and what individuals with listening to loss can obtain has by no means advanced. Individuals’s notion is caught previously. These days it’s arduous to identify listening to aids on individuals so most individuals simply don’t see what the know-how seems to be like, and as a substitute are caught with a picture of what a listening to help appeared like a long time in the past. Photos may be so highly effective, I’ve been in a position to seize the sweetness and variety of various individuals proudly carrying their listening to aids, and hopefully helped to create a extra constructive narrative about listening to loss.”
The numerous assortment of lovely and empowering photographs is offered totally free obtain from Unsplash. The photographs may be simply sourced on the web site when looking for ‘listening to loss’ and ‘listening to aids’.
Aysel Cengiz, World PR & Communications Director at GN, says, “Till now, picture banks have been loaded with outdated imagery of listening to aids. These photographs inevitably find yourself in media and in tradition and are fuelling the misperceptions which have contributed to over 300 million individuals1 with listening to loss avoiding getting a listening to help. We wished to create a financial institution of photographs that mirrored the fact of listening to know-how right now, actual individuals carrying their very own listening to aids and shot by a photographer who additionally wears listening to aids. The response we had when asking individuals to participate was overwhelmingly constructive, they need to present the world what listening to aids actually appear like.”
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Globally, over 80% of ear and listening to care wants stay unmet,1 and listening to loss is now acknowledged to probably be the largest modifiable threat issue for dementia2 and impacts different areas together with work and way of life. Newest analysis from GN revealed that 45% of these aged 40 to 49 have seen modifications to their listening to, but lower than 10% of individuals in that age vary put on listening to aids.3 Whereas some might not but require listening to aids, the findings replicate an pressing must normalize listening to help carrying at youthful ages.
Via this marketing campaign, GN goals to construct the most important and most various fashionable picture financial institution of individuals carrying listening to aids to alter the visible notion of individuals residing with listening to loss and foster an atmosphere the place carrying listening to aids is seen as an emblem of empowerment and an integral a part of having fun with life on an extended timeline.
For additional data go to gn.com/the-new-norm.
For additional data, please contact:
Press and the media
Aysel Cengiz Director, World PR & Communications Tel: +45 2894 1821 |
Steen Frentz Laursen Vice President, Company Communications Tel: +45 45 75 07 21 |
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NOTES TO EDITORS
About GN
GN brings individuals nearer by means of our main clever listening to, audio, video, and gaming options. Impressed by individuals and pushed by innovation, we ship know-how that enhances the senses of listening to and sight. We assist individuals with listening to loss overcome real-life challenges, enhance communication and collaboration for companies, and supply nice experiences for audio and gaming fans.
GN was based greater than 150 years in the past with a imaginative and prescient to attach the world. At the moment, impressed by our sturdy heritage, GN touches extra lives than ever with our distinctive experience and the broadest portfolio of services and products in our historical past – bringing individuals nearer to what’s vital to them. We market our options with the manufacturers Jabra, ReSound, SteelSeries, Beltone, Interton, BlueParrott, Danavox, and FalCom in 100 international locations. Based in 1869, GN Group employs greater than 7,500 individuals and is listed on Nasdaq Copenhagen (GN.CO). Go to our homepage GN.com and join with us on LinkedIn, Fb, and X.
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1 Deafness and listening to loss. World Well being Group (2022).
2 Livingston G, Huntley J et al. Dementia prevention, intervention, and care: 2020 report of the Lancet Fee. 396(10248):413-446. Accessible at: https://pubmed.ncbi.nlm.nih.gov/32738937/ . [Last accessed: February 2024].
3 Survey of 14,000 members throughout 7 international locations together with; US, UK, France, Spain, Germany, Japan and China, 2023
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