More than 50 new photographs depicting people with hearing aids have been released for free leverage, aiming to address what manufacturers say is a lack of realistic representation of those who use the devices.
The images, published Tuesday to coincide with World Hearing Day, are the latest installment in GN’s “New Norm” campaign, launched in March 2024. The campaign seeks to combat the use of outdated and stigmatizing imagery of hearing aids and their wearers in media and public perception.
The initial collection of photographs, taken by photographer Gala Ricote, who herself wears hearing aids, featured Welsh Paralympic athlete Olivia Breen, Amsterdam-based comedian Lara Ricote, and singer-songwriter James Page. The new images are the work of Danish photographer Oliver Knauer.
The move follows new YouGov research commissioned by GN, which found that nearly 80 percent of 1,000 Britons with hearing loss believe the media misrepresents their experiences. Similar sentiments were echoed by 77 percent of respondents in both Australia and the United States.
The survey also revealed that almost half of those polled in the UK (49 percent) could not recall seeing anyone with a hearing aid or cochlear implant featured in media content during the past year outside of stories specifically about hearing loss. Over 40 percent identified a common misconception in media portrayals as “framing people as elderly, fragile or dependent.”
Laurel Christensen, GN’s chief audiology officer, stated that the “media invisibility” and “unrealistic portrayal” of hearing loss can negatively affect the mental health of those living with the condition and discourage others from seeking help. “GN wants to challenge the outdated misconceptions of hearing aids and living with hearing loss, fostering an environment where wearing hearing aids is seen as a symbol of empowerment in daily life, and our ‘New Norm’ image library gives newsrooms, brands and creators practical assets to change it,” Christensen said.
According to the Royal National Institute for Deaf people (RNID), 18 million people in the UK experience deafness, hearing loss, or tinnitus.
The YouGov data also indicated that a majority (61 percent) of the general public in the UK believe the media influences their understanding of hearing loss, with over 40 percent reporting that a lack of representation in everyday media makes it more challenging for people to recognize hearing loss or seek assistance.
Claire Benton, president of the British Academy of Audiology, emphasized the importance of representation in hearing healthcare. “When people see themselves reflected, it builds trust, reduces stigma, and empowers them to seek support for their hearing,” Benton said. “At the British Academy of Audiology, we believe inclusive representation is essential so everyone feels seen, understood, and confident to access care.”
The full “New Norm” collection is available for download on Unsplash.
