MED-EL's "Life Full of Possibilities" campaign: Empowering parents & inspiring children with hearing loss

March 3, 2024 – (Innsbruck, Austria): On World Hearing Day, a new campaign to support parents of children with hearing loss has been launched by MED-EL, a global leader in hearing implant solutions, to showcase that when hearing loss is treated early, all children can lead "A Life Full of Possibilities".

• More than a third of people are unaware of the impact of untreated hearing loss in children on speech development, educational achievements, and social connections
• New MED-EL campaign guides parents through childhood hearing loss diagnosis and inspires them to see a future not limited by hearing loss
• Market research key findings spotlight the vital role of hearing in a child's development

Despite the fundamental role of hearing in a child’s cognitive development, research* indicates that over a third of adults are unaware of its significance on a child’s future. Recognizing this gap, MED-EL's “A Life Full of Possibilities” campaign, aims to raise awareness of hearing loss among parents. MED-EL acknowledges the uncertainties parents face, particularly those who have received a new diagnosis of hearing loss in their children, and emphasizes that early treatment with the right technology not only preserves significant aspects like communication, academic success, and social connections but also ensures active participation in diverse interests. The campaign offers tailored guidance during this delicate stage, engaging parents of newborns and those with progressive hearing loss in a journey towards understanding the crucial aspect of taking action quickly.

Empowerment through knowledge

Parents often dream that their child will lead a life filled with memorable milestones like the first day at school, exciting sleepovers with friends, and taking those initial steps in sports. However, for parents of children born with hearing loss or those whose child has recently been diagnosed, achieving these everyday joys can feel out of reach. "A Life Full of Possibilities" aims to address these apprehensions by showcasing the achievements made possible when hearing loss is addressed early, explains Dr Patrick D’Haese, Director of Awareness & Public Affairs at MED-EL. "Through our new campaign, we want to empower parents with the knowledge they need to navigate uncertain times and medical terms, and highlight that with treatments such as cochlear implants, parents can pave the way for a limitless future for their child. Acknowledging the anxieties parents face upon a hearing loss diagnosis, the campaign provides a positive and easily digestible guide to kickstart a successful hearing journey for their children.” 

Key research findings: The impact of untreated hearing loss

As part of this initiative, MED-EL conducted global market research* to gain insights into the perceived impact of untreated hearing loss on various aspects of a child's life. Notable findings include:

• Speech and language skills: Nearly two-thirds of respondents, totaling 64%, acknowledge the significant impact of untreated hearing loss on speech and language skills, underscoring the critical role of hearing in language development.
• Education / academic success: Widespread awareness at 63%, ranking second overall, highlights the vital link between hearing health and academic achievement.
• Social connections / relationships: Almost equally substantial at 62%, emphasizing the crucial role of hearing in fostering interpersonal bonds and overall well-being. 
• 59% express concerns about music enjoyment, indicating broader cultural implications. Also, 53% acknowledge hearing loss impacting emotional well-being, self-confidence and personal safety, reinforcing the importance of auditory awareness in everyday hazards. 
• A third of respondents (33%) express concerns about the impact of untreated hearing loss on a child's independence, reflecting broader societal implications. Additionally, 27% recognize potential influences on a child's participation in sports, underscoring the importance of auditory cues in such activities. Similarly, 1 in 4 (25%) express concerns about effects on well-paid employment and engagement in other hobbies, highlighting the multifaceted challenges posed by untreated hearing loss. 
• Age group concerns: The 55+ age group consistently demonstrates elevated levels of concern, notably at 74%, emphasizing a heightened recognition of the impact of untreated hearing loss on speech and language skills.
  No impact: Approximately one in ten respondents, constituting 8% across diverse demographics, holds the perspective that untreated hearing loss does not affect any area. This perception is consistent across all countries, with minor variations. Notable percentages include Slovakia (10%), Mexico and Spain (9%), Argentina and Austria (7%), and Italy (6%).

Addressing concerns, providing resources 

Supporting materials of the global campaign include a dedicated website and a guide designed for parents, are available for free download. These resources aim to support parents with essential information about hearing loss, cochlear implants, as well as terms to know and questions to ask the experts. Furthermore, parents can connect with volunteer Hearpeers Mentors in their local areas, who are parents of children with (treated) hearing loss and share their own experiences.

*The online research was carried out in December 2023 and January 2024 by Research Without Barriers in nine countries: Argentina, Austria, Columbia, Germany, Italy, Kenya, Mexico, Slovakia and Spain.

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 2,700 employees from around 80 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 136 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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