Sep 23, 2015

Drumming up publicity on UK musical tour

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This week healthcare PR agency ROAD launched Music To Your Ears, a campaign in search of the UK's most musical counties, on behalf of high street hearing specialist, Hidden Hearing. The initiative saw lunchtime concerts spring up across town centres to celebrate the joy of music, but also highlight the importance of good hearing.

Collaborating with Rock Choir, the UK's largest contemporary choir, and TV doctor, Dr Hilary Jones, ROAD identified the three most musical counties;Kent, East Sussex and Surrey. According to the research, these three counties listened to significantly more music than the national average and were more likely to play a musical instrument or be part of a music group. However....despite being a nation of music lovers, 50% of the population have never had a hearing test!

Hearing loss affects 10 million people in the UK but this is predicted to reach 14.5 million by 2031. "This increase is partly due to a rise in ageing population but is also a sign that we aren't taking enough care when it comes to our hearing," says Peter Sydserff, President of the British Society of Hearing Aid Audiologists. "The study, by Hidden Hearing, found that only one in ten know how to look after their hearing, highlighting a need for more education around hearing protection."

Local TV, print, online and radio coverage drove crowds to the musical concerts where hundreds of free hearing screenings were performed in the specialist mobile hearing units. Proof that healthcare PR messages can bring music to our ears!

Video courtesy of Latest TV