Abstract
Introduction Approximately 10 million people in Brazil have some hearing impairment. Because of
the natural progression of hearing impairment to presbycusis, coupled with the increasing
number of young people exposed to the risk factors for early hearing loss, the social
impact of hearing impairment is high.
Objective A team of otolaryngologists and speech therapists conducted an unprecedented worldwide
campaign in the primary health sector, aiming to reduce the global burden of hearing
impairment with preventive measures.
Methods A cultural information campaign called “Ear Parade” was developed. It lasted 3 months,
during which São Paulo received information on the prevention of deafness and the
importance of hearing rehabilitation to reduce prejudice against the use of hearing
aids.
Results The information was relayed through an art exhibition of public paintings, including
62 sculptures of ears, 2.40 meters high, which colored the city, elucidating the beauty
of hearing. The media coverage impacted 170 million people, and at the end of the
campaign, a nongovernmental organization was established to raise resources for hearing
rehabilitation. In addition, an auction of the ear sculptures raised money toward
hearing aid batteries and stem-cell research for hearing.
Conclusion The present paper presents the effects of this campaign. Information dissemination
is a powerful preventive measure for the primary healthcare system to reduce future
treatment expenditures.
Keywords
deafness - hearing loss - prevention - healthcare - dementia - prejudice
