creating a new social norm for hearing care
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Modernising Attitudes to Hearing Care: Part One identifies where society's attitudes to hearing come from and the reasons behind them, based on the five key drivers of Knowledge about Hearing, the Language of Hearing Care, the Effect of a Reduction in Hearing, our Ability to Treat a Reduction in Hearing, and the Respect individuals and society has for the sense of hearing.

By understanding how these key drivers interact, and targeting them specifically, it becomes possible to understand what is currently preventing attitudes in society from changing, and how to accelerate the process of attitude change.

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