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The Power of Consumer Labels THE WORLD OF WIDEX THE POWER OF CONSUMER LABELS #05 2012 WWW.WIDEX.COM Printed by RD / 2012 9 502 2886 001 #01 ¡9 502 2410 001E¤ ¡#01v¤ DEAR READERS Many companies talk about doing something for the environment, but only PB a few actually act on it. At Widex, our investment in alternative energy LISTEN – THE WORLD OF WIDEX sources led us to be included in the exclusive club of WindMade Pioneers - the first companies in the world to receive a new global consumer label for wind energy. This is not only an investment in our common future – it also makes good business sense, as you can read in our article about consumer labels. Brand muscle: consumer labels can be powerful persuaders when it comes to choosing Widex is truly a global company, with 3,000 employees around the world brands. The LISTEN cover story and a large network of dedicated people working with us; the world of in this issue looks at the increase and effects of consumer labels. Widex is a happening place, and LISTEN keeps track of the many exciting initiatives – from the Widex Marathon Team running through volcanic ash in the Andes to hearing care professionals fitting hearing aids in Fiji and the Faroe Islands. Our passion is hearing and sound, and we like to take a look at these sub- jects from a different perspective. In this issue, we go behind the scenes of the famous Pinewood studios in England to speak to Foley artists who are Managerial Editor specialists in making sound effects for radio and film - sounds that, just as Peter Hentze Knudsen in the real world, many people take for granted. [email protected] Editor At Widex, we know how important sound is for people’s well-being. This is Jeanette Blom why we are particularly proud to introduce two of our latest products, the [email protected] Widex SUPER power hearing aid for people with severe to profound hear- ing loss, as well as our new IIC, a truly invisible model that sits deep in the Writers ear canal and delivers exceptional sound. Andrew Somerville [email protected] Julie Bauer Larsen Finally, it’s always rewarding to hear from people who have benefited from [email protected] our products. In this issue, you’ll meet people who are outstanding exam- Isabella Y. Jespersen ples of leading an active and full life with a hearing loss. [email protected] Robin Miller [email protected] We hope you enjoy this latest issue. We are always glad to hear from our Simon Brookes readers, so if you have any comments, drop us a line at [email protected] [email protected] The Editorial Team Graphic Design Marianne Kim Noel [email protected] Translation Lærke Christensen [email protected] 2 LISTEN – THE WORLD OF WIDEX WIDEX arOunD THE WORLD Society 4 A dream to help every child 48 Foley – the original natural sound expert 60 Fit for life 62 Life with sound Research and technology 6 Making more of the world accessible 14 The power to hear 16 Always bring the weather with you 64 Heard not seen People 12 Sailing through adversity 18 Racing with passion 38 Going for gold Trends 22 The power of consumer labels 32 The future is tailor made Science and health 28 You can have your cake and eat it Widex around the world 34 Fabulous France LISTEN in Uganda: On the left, one of the stars of an earlier issue of LISTEN, Mercy from Uganda, 42 Fearless and wireless poses with a copy in front of her school. Also pictured is Dutch audiologist Roland Zweers, whose generosity and good spirit helped Mercy with her hearing loss. On the right, Mercy and 46 From Budvar to budding business friends outside her school. 52 Some enchanted islands 56 Like running on the moon LISTEN – THE WORLD OF WIDEX 3 SOCIETY A DREAM TO HELP EVERY CHILD In India, hundreds of hearing impaired children have been Life changing experiences provided with Widex hearing aids to help them develop the The children face multiple challenges due to their hearing loss; best possibilities for their futures. The hearing aids come from many have not developed normal speech abilities, and this has Juvenile Organization of Speech and Hearing (JOSH), a non- kept them from participating fully in the educational system. governmental organization co-founded by a local ENT Surgeon This changes dramatically once they are fitted with a hearing and audiologist, Devangi Dalal. This year, her commitment to aid and receive additional training from JOSH. the hearing impaired is to be rewarded by the American Acad- emy of Audiology (AAA). “Most of the children have experienced ridicule from society due to their way of speaking,” says Devangi Dalal. “Therefore “My dream is to help every Indian child with a hearing im- we focus on preparing the children for public speaking once pairment grow into a strong and competent human being,” their hearing improves. We hold small competitions to mo- explains Devangi Dalal. “We founded JOSH to be able to raise tivate the children and it is amazing to see their confidence funds for hearing aids and education for children of less privi- grow.” leged families, and I am so happy to see the children develop their speech and other skills,” she says. Raising awareness Another challenge for the children and their families is general Devangi Dalal co-founded the organization with her colleague, ignorance about hearing loss in society. In India, children’s Senior ENT Surgeon Dr. Jayant Gandhi in 2004. Since then, hearing is not usually examined and it can therefore take some more than 300 children from three special schools in Mumbai time before a hearing loss is detected - and even longer before and Gujarat have been fitted with hearing aids provided by Wi- it is treated. This ignorance can also result in stigmatizing hear- dex. The hearing aids, which make it possible for the children ing impaired children since the condition and its consequences to develop at the same pace as their normal hearing peers, can be mistaken for a mental disability. would have been inaccessible for the families without the help of JOSH. “By bringing knowledge to the local communities via the schools, the children and their families, JOSH helps make the way for less prejudice in the future. Hopefully, a greater awareness of hearing loss can also lead to more children being diagnosed earlier in their lives, thus making it easier for them to overcome their challenges,” explains Devangi Dalal. “My dream is to help every Indian child with a hearing impairment grow into a strong and competent human being,” says Devangi Dalal. 4 LISTEN – THE WORLD OF WIDEX SOCIETY Humanitarian award This year, Devangi Dalal will receive the AAA Humanitarian ABOUT THE AAA HumaNITARIAN AWARD Award from the American Academy of Audiology in honour of The American Academy of Audiology (AAA) is the world’s largest her commitment to the underprivileged children in her com- professional organization of, by, and for audiologists, with more munity. than 11,000 members across the world. “It is just a great feeling to receive an award for humanity as The AAA Humanitarian Award is given to an individual who has made a direct humanitarian contribution to society in the realm this is very much part of Indian culture. I always desire to do of hearing. Candidates should have demonstrated direct and something for my country and I am proud to be the first Indian outstanding service to humanity in some way related to hearing, to get this award,” Devangi Dalal says. “My belief is that hear- hearing disability, or deafness. ing impairment should never be considered a handicap and I am so glad to see that the number of hearing impaired children The awardees are honoured at the AUDIOLOGYNOW conference passing the tenth grade is up more than 70 percent since we (AAA) attended by over 10,000 professionals from all over the world. founded JOSH”. LISTEN – THE WORLD OF WIDEX 5 RESEarCH anD TECHNOLOGY Photograph: Getty Images Getty Photograph: 6 LISTEN – THE WORLD OF WIDEX RESEarCH anD TECHNOLOGY MAKING MORE OF THE WORLD ACCEssIBLE LISTEN – THE WORLD OF WIDEX 7 RESEarCH anD TECHNOLOGY Anyone who has used the drive-through lane of a fast food restaurant knows how garbled the voice coming from the speakers can sound. Did they repeat your order correctly? How much is the total? Much like Charlie Brown listening to adults in the cartoon, you can hear the noise but can’t quite make out the words. If you have hearing loss, many of the world’s speaker systems used throughout Norway, Sweden, Denmark, and the Nether- may often sound just as distorted, especially in noisy rooms or lands, hearing loops are now generally available everywhere in large spaces with poor acoustics. Even if special earphones from post office ticket windows to places of worship and the are available, who wants to check out, wear and return the back seats of taxis. bulky equipment? It’s no wonder those devices aren’t used very much. In the U.S., where hearing loops are still less common, a na- tional task force formed by the American Academy of Audiol- The good news is that magnetic hearing loops, also known as ogy and the Hearing Loss Association of America, is working induction loops, can help you to hear more clearly and suc- to educate consumers and audiologists about the technology. cinctly in stores, banks, museums, churches, subways, audito- The task force’s goal is to encourage loop installation in more riums, airports and other public places.
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