Love Your Hearing: Campaign Encouraging Wearing Hearing Protection at Music Events

Offered an open brief for a Capstone assignment towards a Bachelor of Design, inspiration came from recalling musician Roger Daltrey suffered hearing loss through exposure to loud music during his career. This knowledge prompted deep academic research into the extent of hearing damage due to exposure to recreational noise; the relationship between length of exposure and possible negative effects; whether young adults used hearing protection (beyond anecdotal observation); and the reasons against using hearing protection.

Extensive research provided the basis for creating personas representing the target audience. With these in mind, empathy was fostered and concepts were brainstormed. It was understood that music-attendees did not want to stand out from peers in using hearing protection. However, upon learning that when free earplugs were available, more music-attendees used them (Cha et al., 2015), it was considered that if earplug usage was commonplace in music culture, then the stigma around using hearing protection may fade. Therefore the idea to educate patrons about the negative outcomes of hearing damage through messaging at music venues, and offer an immediate solution—proposed free earplugs available at the venue—was devised. Through significant academic research and inventive visual messaging, the design met and exceeded the brief.

Clear connection to the symptoms of hearing damage are expressed through innovative typographic use. Conical visual forms and emanating representations of reverberations communicate loud impactful sound, and with professional print files developed and extensive production explanation provided, the printed design assets were professionally presented (though not affixed anywhere) towards an expertly executed final design solution. Reference: Cha, J., Smukler, S. R., Chung, Y., House, R., & Bogoch, I. I. (2015). Increase in use of protective earplugs by Rock and Roll concert attendees when provided for free at concert venues. International Journal of Audiology, 54(12), 984–986. https://doi.org/10.3109/14992027.2015.1080863

The LYH campaign exhibits fit-for-purpose functionality with attention-grabbing print posters, and digital touchpoints including social media and a website for mobile and desktop with minimal animation and low-resolution images which consider digital sustainability. Accessibility is enhanced with clear colour contrast and large-scale typesetting. The aesthetic quality of the campaign incorporates the principles and elements of design, namely shape and texture conveying loudness, colour expressing a warning, repetition of type forms creating phonetic impressions, and consistency delivering a holistic quality uniting the touchpoints yet providing intriguing points of difference.

The LYH user experience has been carefully considered with print posters proposed to appear in and around music venues. As digital displays may not be available at smaller music venues, print touchpoints are applicable without costly technology. These posters attract attention using strong colour, dramatic graphic and typographic forms, and engaging slogans for instant comprehension of the message. While patrons queue and congregate around the music venue, further frankly worded text explains misconceptions about hearing damage, possible risk situations, and information that the proposed free earplugs are available at the venue. A QR code delivers the user to the LYH website where more information can be found, including a sound scale to further inform choices.

The LYH campaign is a benchmark for good design, as very few countries have sound-level restrictions to protect patrons’ hearing at music venues. The LYH campaign prioritises music lovers, drawing attention to the potential risks, and through education encourages thought about the consequences of their choices. The LYH campaign gives patrons the opportunity to protect their hearing using the proposed free earplugs provided at Victorian music venues, towards normalising the use of hearing protection at music events. This campaign strategy is based on significant research and development, and evidences the benefits of investing in professional design.

The LYH campaign solves a legitimate problem amongst young adults. As music-venue attendees are typically exposed to high levels of sound, stay for many hours, and visit music venues frequently (Long et al., 2024), it is possible they may already experience hearing-damage symptoms.  Through comprehensive academic research and engaging empathy, the design outcomes respond to users’ individual needs by addressing the lived experience of hearing damage to highlight intervention measures for the asymptomatic, and offer support if hearing damage is already acknowledged.

The imaginative use of typography capitalises on the phonetic quality of the word ‘Tinnitus’, as it conveys the hissing sound characterising the noises Tinnitus produces. The innovative typographic treatment of ‘Hyperacusis’ reflects the lived experience of everyday sounds feeling unbearable, while mirroring music industry motifs. Photographic representations reflect images of the target audience with emanating lines depicting reverberations targeting the ears. Carefully worded slogans attract attention and provoke thought, while the frankly worded explanations educate and offer the solution—proposed free LYH earplugs available at each venue.

The LYH campaign is unique, as it is proposed to be a Victoria-wide campaign raising awareness of the dangers of recreational noise. Through poster placement specifically at music venues, this confronts patrons with eye-catching easily understandable slogans, in-depth clear health information, and prompts choice when exposed to loud sounds coupled with the opportunity to wear proposed free earplugs available at each venue.

The campaign is visually cohesive, memorable, powerfully worded, adaptable, and covers many physical and digital touchpoints, meaning it has great potential to create positive behavioural change. Reference: Long, R., Lin, M. E., Iyer, A., Ayo‐Ajibola, O., Choi, J. S., & Doherty, J. (2024). New Paradigm of Music Listening: Hearing Protection Perceptions and Treatment Decision‐Making Among Music Venue Attendees. Otolaryngology-Head and Neck Surgery, 170(3), 776–787. https://doi.org/10.1002/ohn.553

The Love Your Hearing (LYH) campaign has the potential to make a positive social impact by raising awareness of the dangers of exposure to loud volumes at music venues. As some of the consequences of hearing damage such as Tinnitus and Hyperacusis can cause unwelcome—often chronic—sounds in the ears, which is undesirable enough, this can lead to an increased chance of mental health conditions which can reduce the quality of life for those who experience these outcomes. Therefore, for the overall health of all Victorians, Australians and beyond, protecting the precious sense of hearing is essential to being able to enjoy all aspects of life, including music.

The LYH campaign contributes to Victoria’s creative culture by encouraging those who love the music it supports to understand how to appreciate music while protecting themselves towards a sustainable enjoyment of sound and life for the future. By being a very visible and widely recognisable campaign the design solution aims to normalise and destigmatise the wearing of hearing protection at music venues so that more music lovers can enjoy not only music, but all aspects of life when the music stops.

As very few countries globally have sound-level restrictions in music venues for the protection of patrons, the choice for music-attendees to protect their hearing with proposed free earplugs at Victorian music venues has enormous potential for the future health and well-being of music lovers. Through visually engaging communication, clearly-worded language, and memorable slogans the LYH campaign presents a strategy with the potential for positive social change.