| Summary: | This paper presents Down The Sound, a health communications campaign by four
final year undergraduate students at Nanyang Technological University’s (NTU) Wee Kim
Wee School of Communication and Information (WKWSCI).
Recreational Noise-Induced Hearing Loss (NIHL) is increasingly prevalent amongst
Singaporean youths. It was predicted in a recent research that if the rising trend persists, there
could be as many as 1,308 new cases of NIHL per year locally, amongst the younger
population (Lee, Lim, Kuan, 2014). NIHL is the only form of hearing loss that is preventable
(NIDCD, 2014). However, loud and prolonged exposure to loud noises can lead to permanent
damage.
In a survey conducted amongst 375 youths aged 18-25, 96% of youths lacked proper
knowledge of NIHL. Majority of youths also believed they are not susceptible to hearing loss
at their current age. Thus, the team designed their campaign to increase risk awareness
amongst youths while stressing on the importance of practising safe listening habits.
To communicate the risk of NIHL, a three-pronged strategy using social norms
approach, experiential components, statistical evidence and narratives was adopted. Tactics
were carried out both online and offline. To ensure the credibility of their messages, they
partnered with hearing aid provider Sivantos and also consulted Changi General Hospital.
The paper concludes with an evaluation of the campaign through a post-campaign
survey, analysis of media coverage and appraisals from stakeholders. Plans beyond the
campaign’s timeline were also highlighted. Visuals of the campaign’s execution, collaterals
and partnerships can be found in the appendices.
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