Lopes Paula Tardim, Bento Ricardo Ferreira
Department of Otorhinolaryngology, Universidade de São Paulo, SP, Brazil.
Int Arch Otorhinolaryngol. 2020 Dec 8;25(4):e530-e535. doi: 10.1055/s-0040-1712480. eCollection 2021 Oct.
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. 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. 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. 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. 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.
巴西约有1000万人存在某种听力障碍。由于听力障碍会自然发展为老年性耳聋，再加上接触早期听力损失风险因素的年轻人数量不断增加，听力障碍的社会影响很大。 一个由耳鼻喉科医生和言语治疗师组成的团队在初级卫生部门开展了一场史无前例的全球运动，旨在通过预防措施减轻全球听力障碍负担。 开展了一项名为“耳朵游行”的文化宣传活动。活动持续了3个月，在此期间，圣保罗收到了有关预防耳聋以及听力康复对减少对使用助听器偏见的重要性的信息。 这些信息通过一场公共绘画艺术展览进行传播，展览包括62座2.40米高的耳朵雕塑，这些雕塑为城市增添了色彩，诠释了听力之美。媒体报道影响了1.7亿人，活动结束时，成立了一个非政府组织来筹集听力康复资源。此外，耳朵雕塑的拍卖为助听器电池和听力干细胞研究筹集了资金。 本文介绍了这项活动的效果。信息传播是初级卫生保健系统减少未来治疗支出的一项有力预防措施。
