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April 12, 2006
Hearing aid that's cool with school
Youngsters with hearing difficulties are being given help to beat the bullies by fictional secondary school Grange Hill. Starkey Laboratories, a hearing aid manufacturer based in Stockport, has been given permission to include logos and pictures of characters from the children's drama series in the earpiece of their hearing aids.
The group has previously being granted the right to use other BBC characters in their earmoulds, including the Tweenies, the Teletubbies, Tracey Beaker and Noddy.
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The unique non-profit making scheme, dubbed the Better Hearing Initiative, began in 2000 when Manchester United signed up to allow Starkey to use its famous crest.
A number of publications, companies and sports clubs - such as Mr Men, Clinton Cards and the Premiership - have joined the initiative, which is aimed at encouraging children to be brave about their condition and proud to wear their hearing aids.
Grange Hill
Starkey won the support of Grange Hill after the TV programme's producers sought advice from the firm about the show's latest character, a hearing impaired student called Holly Parsons, and Starkey provided suitable equipment.
The firm believes that the fashionable hearing aids could help around 21,500 deaf and hard of hearing school children in the UK who may feel stigmatised by their condition.
Starkey has moved away from the traditional brown plastic hearing aid in favour of fun colours and the latest technology, including one aid with built-in bluetooth device that allows children to answer their mobile phones with their hearing aid.
Vice president of European operations, Michael Nolan, said: "It is vital that Starkey Laboratories gains support from all avenues.
"So far, we have been lucky and we thank all the companies that have given permission."
Logos
Requests for certain characters and logos are led by the children who wear the hearing aids.
Increasingly, Starkey is asked for characters from Hollywood blockbusters and is keen to get major international entertainment companies on board.
Mr Nolan adds: "Feedback from parents of hearing impaired children reinforces that having a popular character or image in an earmould can help children show that they are proud of their 'cool' hearing instruments.
"The images encourage all children to take an interest, start conversations and form friendships."
By Sarah Walters
http://www.manchesteronline.co.uk/men/business/s/210/210441_hearing_aid_thats_cool_with_school.html
Posted by 4HL on April 12, 2006 3:15 AM
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