media release

Sting supports global hearing loss campaign

Staefa, Switzerland, January 14, 2010

Grammy award winning singer songwriter Sting is to lend his support to the Hear the World initiative, a global hearing loss campaign that helps raise awareness about the importance of hearing and the consequences of hearing loss.

Sting joins a host of other celebrity ambassadors including Jude Law, Elle Macpherson, Annie Lennox, Jerry Hall and Peter Gabriel. Each supporter has been photographed by musician and photographer Bryan Adams holding the Hear the World pose - with one hand cupped behind their ear to convey conscious hearing.

Over 800 million people worldwide, more than 16 percent of the world's population, have hearing loss and experts predict this will to increase to 1.1 billion by 2015. In the UK an estimated 8.5 million people have hearing loss and struggle for up to 15 years before seeking advice. Studies have shown that this has a significantly negative effect on a person's social, emotional and physical wellbeing.

Hear the World, which was set up in 2006 by leading hearing systems manufacturer Phonak, aims to call attention to the importance of taking care of your hearing, to prevent hearing loss in later life, as well as the social and emotional impact of hearing loss and the solutions available for those who suffer.

"Our hearing is not only integral to how we communicate but also how we experience the world around us." Sting commented "It's a fact that we gain more information from hearing than seeing. I hope by supporting this campaign people are reminded to appreciate every sound and fully protect their sense of hearing".