“Reconnect with Life”: MED-EL Campaign Empowers Adults to Address Hearing Loss and Rediscover Connection

September 22, 2025 – (Innsbruck, Austria): Untreated hearing loss may be invisible – but its impact on quality of life is profound. From strained relationships and diminished confidence to safety concerns, emotional fatigue, and even cognitive decline, hearing loss can quietly erode quality of life. Despite affecting millions of adults worldwide, many delay seeking help – or never seek it at all – often dismissing hearing loss as just a normal part of aging. This September, MED-EL, a global leader in hearing implant technology, is launching the “Reconnect with Life” campaign to empower adults to take charge of their hearing health and rediscover the connections that matter most.

• International campaign raises awareness of hearing loss in adults – whether still active in working life or in retirement
• Cochlear implants offer a life-changing solution when hearing aids are no longer enough
• MED-EL survey of 10,000+ adults reveals emotional, social, and safety impacts of untreated hearing loss

At its core, the campaign delivers a clear and powerful message: “When hearing aids are no longer enough, there’s a solution.” The campaign sheds light on the silent struggle many adults face – often feeling like they are isolated in a bubble, present but disconnected. The invisible barrier of hearing loss can be overcome with MED-EL cochlear implants, helping people reconnect – with conversations, careers, music, and the moments that matter most. “Hearing health is about much more than sound – it contributes to confidence, safety, and social interaction,” says Dr. Patrick D’Haese, Corporate Director of Awareness and Public Affairs at MED-EL. “Waiting is not the answer. Early intervention does not just improve how you hear – it transforms how you engage with the world around you.”

A Solution for Adults in Life’s Next Chapter

The “Reconnect with Life” campaign focuses on a vibrant group – often referred to as “Best Agers” – that is often underserved in hearing health conversations. Many at this stage of life remain active, independent, and socially engaged. They may not feel “old” or relate to outdated clichés about aging, yet they often face hearing challenges that quietly affect their confidence, relationships, and daily routines. 
This stage of life is often filled with meaningful transitions – from full-time work to retirement, from raising families to enjoying grandchildren, from busy routines to more reflective living. But hearing loss can complicate these transitions, making it harder to stay socially active, maintain confidence, or fully enjoy the moments that matter. This campaign speaks to their quality of life and encourages action before hearing loss becomes a barrier to connection.

Cochlear Implants for Adults: A Life-Changing Solution

Many adults with hearing loss begin with hearing aids – but over time, these may no longer provide sufficient benefit. Common signs that hearing aids are no longer enough include:

• Difficulty understanding conversations, even in quiet environments
• Feeling isolated or left out in group settings
• Avoiding social activities or hobbies once enjoyed
• Struggling to follow dialogue on the phone or television
• Misunderstandings at work or in family life
  

These are not just inconveniences – they are signs of severe hearing loss that can significantly impact quality of life. Fortunately, there is a solution: cochlear implants. “People may have heard of cochlear implants as a solution for children born deaf,” explains Dr. D’Haese. “But they are also life-changing for adults who lose their hearing over time. With today’s technology, adults can regain access to sound and reconnect with the people and activities they love.”

Keep Your Hearing Young

Cochlear implants are advanced hearing solutions that bypass damaged parts of the inner ear and directly stimulate the auditory nerve. They help people reconnect through clearer conversations, enjoy music and hobbies again, and stay socially engaged. Many users rediscover independence, confidence, and the joy of natural sounds – from birdsong to laughter. “Just as people turn to glasses when their vision declines, cochlear implants offer a modern solution when hearing aids are no longer enough,” says Dr. D’Haese. “They help restore access to sound, supporting independence, confidence, and quality of life – especially at a stage in life when staying connected matters most. Personally, since entering this stage of life myself, I have made it a habit to have my hearing checked regularly – just as I would with my eyesight. It is a simple step that can make a big difference. And while some may feel uncertain about surgery, it is reassuring to know that cochlear implantation is now a routine procedure performed safely and successfully around the world.”

Global Survey Reveals the Hidden Impact of Untreated Hearing Loss

The “Reconnect with Life” campaign is backed by findings from a recent global survey* conducted by MED-EL, involving over 10,000 people across ten countries, who were asked to identify which aspects of daily life are most affected for adults with untreated hearing loss.

The results reveal that untreated hearing loss affects multiple areas of life: 

• 49% say conversations are most impacted, 41% report loss of self-confidence, and 40% cite reduced quality of life.
• Adults aged 55+ report the highest impact on conversations (58%), quality of life (48%), and physical safety (33%), while younger adults (18–34) more often cite mental health (33–35%) and self-confidence (43–45%).
• Women report greater impact on conversations (51%), physical safety (32%), and social interactions (29%) than men.
• Regional differences show highest concern for conversations in France (59%), Spain (55%), and Germany (54%), with Brazil showing elevated concern across self-confidence (46%), quality of life (45%), and music/TV (45%).
• Recognition of the link between hearing loss and dementia remains strikingly low across all countries – with only 9% of respondents identifying this connection. This highlights a critical gap in public awareness: even though untreated hearing loss is a key modifiable risk factor for cognitive decline, most people around the world still do not associate hearing health with brain health.

“Hearing loss does not just diminish sound – it can significantly impact quality of life if left untreated,” says Dr. D’Haese. “This survey reveals just how deeply hearing loss affects people – from relationships to independence. It is a wake-up call to prioritize hearing health as we age.”

Campaign Assets and Activation

The “Reconnect with Life” campaign will initially launch in Argentina, Canada, Germany, Italy, Belgium, and Spain, with further countries joining the initiative in the coming year. To bring the message to life, the campaign will feature a range of assets designed to inform, inspire, and engage individuals considering hearing implants. These include:

• A dedicated website and downloadable guide tailored for adults, providing a clear overview of hearing implant options. It explains how cochlear implants work, what life with a CI is like, and offers information and contact options to help take the next steps.
• Emotive campaign videos that follow the journey of individuals living behind the “bubble” of hearing loss – and the moment they reconnect with life. These stories are designed to resonate deeply and will be shared across MED-EL’s website, social media channels, and other digital platforms
• A hearing loss checklist to help individuals assess their hearing health
• First-hand user stories that provide authentic insights into life with a cochlear implant
• The opportunity to connect with Hearpeers Mentors – cochlear implant recipients from around the world who are ready to answer questions and share their experiences
• Detailed information on how a cochlear implant works, helping demystify the technology and process

The Journey to Better Hearing Begins with Awareness

The campaign’s message is simple yet powerful: Be the one to set hearing free. Reconnect with life – and with the people and moments that matter most.


*The online research was carried out in January 2025 by Research Without Barriers in ten countries: Austria, Belgium, Brazil, France, Germany, Hungary, Italy, Romania, Slovakia, and Spain. Total number of participants = 10,044.

About MED-EL

MED-EL Medical Electronics, a leader in implantable hearing solutions, is driven by a mission to overcome hearing loss as a barrier to communication and quality of life. The Austrian-based, privately owned business was co-founded by industry pioneers Ingeborg and Erwin Hochmair, whose ground-breaking research led to the development of the world’s first micro-electronic multi-channel cochlear implant (CI), which was successfully implanted in 1977 and was the basis for what is known as the modern CI today. This laid the foundation for the successful growth of the company in 1990, when they hired their first employees. To date, MED-EL has more than 3,000 employees from around 90 nations and 30 locations worldwide.
The company offers the widest range of implantable and non-implantable solutions to treat all types of hearing loss, enabling people in 139 countries enjoy the gift of hearing with the help of a MED-EL device. MED-EL’s hearing solutions include cochlear and middle ear implant systems, a combined electric acoustic stimulation hearing implant system, auditory brainstem implants as well as surgical and non-surgical bone conduction devices. www.medel.com 

CEO

Doz. DI Dr DDr med. h.c. Ingeborg Hochmair

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