Dan Hume's Blog

Professional Project
January 31, 2011, 12:11 pm
Filed under: Professional Project

This is the campaign I’m hoping to work for, for this Professional Project unit. This is a campaign run by RNID, who are the largest charity working to change the world for the UK’s 9 million people who are deaf or hard of hearing. They run the Don’t Lose The Music campaign, which aims to make sure people know how and why to protect their hearing while enjoying music.

I am a tinnitus sufferer, which is a condition associated with our (hearing) auditory system. Tinnitus is a condition where an individual hears specific sounds such as, buzzing, whistling, hissing, ringing. This is often associated with some sort of exposure to loud noise. Everyone experiences tinnitus at some point in their lives, especially after clubbing or going to a concert where you are being exposed to 90-100 decibels of loud music. That loud buzzing sound when you go back to quiet environment is Tinnitus, but for most people this usually disappears by the next day. Unfortunately for some people the noise won’t disappear and this is where the campaign kicks in.

Campaign strategies

Don’t Lose The Music has successfully introduced the issue of hearing protection to young people in a positive, fun and relevant way. As the campaign aims to raise awareness amongst young people we try to reach them wherever we can. Our activities include:

  • development of a specific ‘Don’t Lose The Music’ brand
  • a ‘Don’t Lose The Music’ website with relevant information and advice
  • persuading well known musicians and DJs to support the campaign
  • going to events such as music festivals, trade shows and club nights
  • doing research with young people who are at risk
  • distribution of materials such as flyers, stickers and posters
  • promotional partnerships with companies such as Richer Sounds and Sensorcom
  • communication of our stories through the media
  • running Don’t Lose The Music Week

Here is a video produced by the campaign that is promoting hearing protection for young people going off to festivals.

I am hoping to produce a viral video for the campaign, which promotes the same message.



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