MP3 players on roads can kill, warns new campaign

6 October 2007

MP3 players could mean the difference between life and death when crossing the road, pedestrians are being warned during Road Safety Week.

Deafness Research UK has teamed up with Specsavers Hearing Centres to encourage pedestrians to remove their headphones while crossing the road in a bid to reduce hearing-related road traffic accidents.

The campaign, which aims to educate people to put the 'listen' back into the road safety message, 'stop, look and listen', is targeting the two groups of pedestrians considered to be at greatest risk of not hearing approaching road danger:

• People, especially youngsters, listening to MP3 players, which even at low volumes can compromise hearing
• People who are hard of hearing but are in denial about it, so have not had their hearing tested or do not wear a hearing aid and so can't properly hear what’s coming but aren’t aware of this inability.

In 2005, there were 33,281 pedestrian casualties on Britain's roads*. Many road safety campaigns focus on looking out for the danger on the roads, and while this is great advice, the importance of good hearing is often overlooked, despite the fact that it is a vital part of good road safety as traffic is often heard before it's seen.

Vivienne Michael, Chief Executive of Deafness Research UK, said: "We're becoming increasingly concerned about young people who cross roads whilst listening to MP3 players and aren't able to hear what’s coming. Good hearing is absolutely vital when crossing the road and can mean the difference between life and death."

"In addition, many people, especially the over 40s, might have a hearing problem but are afraid to admit it or are in denial about it and refuse to get help or wear a hearing aid. We also want this campaign to encourage people to realise how important their hearing is when doing things like crossing the road and get help if they suspect they might need it. You might be afraid or apprehensive about wearing a hearing aid but it could save your life when crossing a busy road in bad traffic."

To put good hearing back at the heart of the Green Cross Code, Specsavers Hearing Centres and Deafness Research UK have created five tips to help pedestrians make the most of their ears when crossing the road:

• Remove any headphones while you cross the road.
• Try to concentrate on what you can hear, and pick out potential engines from background noises. Stop talking and keep quiet while you cross.
• Don't cross if you can't hear what's coming (if there is too much background noise).
• Look after your ears and have regular hearing check-ups, especially if you're over 40.
• If you suspect you're having any problems with your hearing or your ear health, visit your GP.

Registered Hearing Aid Audiologist and Professional Services Director for Specsavers Hearing Centres, Peter Ince, adds: "We often underestimate the value of the information our ears provide us with when assessing our surroundings, but this information can be just as important as that provided by our eyes, so its important to ensure that our ears are doing the best job that they can to keep us safe from harm on the roads."

Further information 

• For further information on hearing loss or information on keeping your ears healthy, visit the Deafness Research UK website at www.deafnessresearch.org.uk or contact their freephone information helpline on 0808 808 2222.
• For further information on Specsavers Hearing Centres or to locate your nearest store, visit www.specsavers.co.uk.

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Notes to editors

• For more information about Deafness Research UK or interviews with Vivienne Michael, please contact Georgina Vincent: phone 020 7679 8973, email
• For more information on Specsavers Hearing Centres or interviews with a Specsavers spokesperson please contact Olivia Holcroft / Sophie Taylor-Roberts: phone 020 7053 6000, email:
• The following are registered or unregistered trade marks of the Specsavers Group of Companies – The Specsavers Logo and Specsavers Opticians. All other Trade Marks are the property of their respective owners.