creating a new social norm for hearing care

Audira aims to create a new social norm in which the majority:

  1. Respect their hearing
  2. Do all they can to keep their hearing working at its optimum throughout life
  3. Are mindful of the role their hearing plays within their own lives and society
  4. Confident society will demonstrate active understanding should a residual reduction in hearing put them at a disadvantage
  • Staying Connected
  • Focus on the destination – not the journey
  • Keeping Hearing Strong and Constant
  • Hearing Care Must Give Clear Direction
  • Hearing Care – avoid or approach?
  • routine hearing checks
  • Hearing technology – the symbol of one who refuses to fade away
  • Staying Connected
  • Focus on the destination – not the journey
  • Keeping Hearing Strong and Constant
  • Hearing Care Must Give Clear Direction
  • Hearing Care – avoid or approach?
  • routine hearing checks
  • Hearing technology – the symbol of one who refuses to fade away

Welcome to Audira » think tank for hearing 


This website is a constantly evolving work dedicated to exploring issues related to hearing and deafness with the aim of systematically creating the right conditions for attitudes in society to change.

Society has taken hearing so much for granted over the years that young people are needlessly throwing away one of their most important senses whilst people of all ages are being allowed to simply fade away either because their hearing is not kept at its optimum or because core society has not been accessible to them. This is the current social norm.

We can change this. It means working together with a unified purpose and a unified message. It means knowing where we want to go, then working out the steps to get there.

That is what Audira is about, and we'd love it if you'd participate with us in this quest.

Latest content

  • The Power of Self-Fulfilling Prophecies in Hearing Healthcare
    The Power of Self-Fulfilling Prophecies in Hearing Healthcare In this article we examine the power of self-fulfilling prophecies in hearing care. Self-fulfilling prophecies establish vicious circles where the original belief is reinforced by the actions we take as a result of that belief. We'll see how this drives our marketing, which in turn drives the response we get,…
  • We Reap What We Show: Part 2
    We Reap What We Show: Part 2 In We Reap What We Show: Part 1 we saw how the hearing healthcare profession has been basing its marketing assumptions on a series of self-perpetuating myths. In this article we are going to look at some more "fit-for-purpose" guidelines on the type of imagery we should be using in…
  • Trigger Happy Hearing
    Trigger Happy Hearing Hearing is one of the most important connections a human has to the world around them, and particularly to other people. Yet society finds hearing healthcare largely irrelevant because the default assumption people have—that their own hearing is performing as expected—is based on the limitations of human perception. So how…
  • We Reap What We Show: Part 1
    We Reap What We Show: Part 1 Have you ever wondered what type of images we should be showing in our marketing and hearing healthcare messages? Whilst it very much depends on the particular context and response we are aiming to evoke, there are some fundamental principles we need to consider here, principles grounded in the way…
  • Blaze or Bloat? Which activities should we include in “Best Practice” hearing care?
    Blaze or Bloat? Which activities should we include in “Best Practice” hearing care? In an age where “differentiation through best practice” competes with “value for money” propositions, what path should we follow in our own practices? Should we be aiming to blaze a trail by “doing more” in an attempt to set ourselves apart from other providers? Or should we be looking to…

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How to increase hearing aid adoption by shaping attitudes

Recorded at the Copenhagen Opera House, Denmark in August 2012 as part of the 5th International Oticon Conference