ISELIN, NJ & FRANKFORT, KY — WSA and the Academy of Doctors of Audiology (ADA) today announced a national partnership to launch and expand Listen Up, a public awareness and public service announcement (PSA) initiative designed to encourage adults age 50 and older to make hearing screenings a routine part of their healthcare.
Led by ADA with support from WSA, Listen Up advances new guidance encouraging adults to begin hearing screenings at age 50, establish a hearing baseline, and connect with a local audiologist when hearing concerns arise.
The nationwide expansion will begin in Texas, Florida, Colorado, and Illinois, bringing hearing health messaging into local communities through targeted public service announcements, media outreach, social media content, and consumer education.
Why Hearing Screening at 50 Matters
Hearing health is an increasingly important public health issue, particularly as hearing loss becomes more common well before traditional retirement age. The World Health Organization projects that nearly 2.5 billion people worldwide will have some degree of hearing loss by 2050, while the National Institute on Deafness and Other Communication Disorders estimates that hearing loss already affects approximately 5% of U.S. adults ages 45–54 and 10% of adults ages 55–64.
The impact extends beyond hearing itself. The World Health Organization has linked unaddressed hearing loss to social isolation, loneliness, cognitive decline, and increased dementia risk. In addition, the Lancet Commission has identified hearing impairment and social isolation as modifiable risk factors for dementia.
Listen Up aims to make hearing screenings at age 50 a more visible, routine, and actionable part of healthy aging.
“Turning 50 should be a reminder to pay attention to hearing health, just as adults do with other routine health screenings. Hearing affects communication, connection, health, safety, and quality of life. Through Listen Up, ADA and WSA are giving consumers a clear, practical next step to get screened, understand their hearing baseline, and work with a local audiologist who can guide their care.”
–ADA President Jill Davis, Au.D.
A Kentucky Pilot Becomes a National PSA Model
Listen Up was first piloted in Kentucky during Better Hearing Month in May 2026 in partnership with the Kentucky Academy of Audiology. The initiative focused on prevention, early intervention, and expert hearing care through statewide messaging, local audiologist participation, and public education.
The Kentucky campaign was designed as a scalable, state-level model using locally targeted television and radio PSAs, community outreach, and materials that audiologists could use to support patient education.
Building on that pilot, WSA and ADA are expanding Listen Up through a grassroots, market-by-market model designed for broadcast, digital, social media, and local community outreach.
The program will next roll out in Texas, Florida, Colorado, and Illinois, with each campaign tailored through collaboration among ADA, WSA, and local audiology associations, where applicable.
Connecting Consumers With Local Audiologists
Listen Up is designed to move hearing health awareness beyond general education and toward meaningful consumer action. In each market, the campaign will encourage adults age 50 and older to connect with local audiologists for hearing screenings, comprehensive evaluations, counseling, and ongoing care.
By pairing national PSA messaging with local community outreach, the initiative is intended to make hearing health more visible, simplify the next steps for consumers, and reinforce the role of audiologists as essential partners in healthy aging.
“WSA is deeply committed to strengthening the hearing care industry and supporting the local audiologists who serve as trusted partners in their communities. Our partnership with ADA and our investment in Listen Up reflect that commitment. By expanding outreach, encouraging more adults to prioritize their hearing health, and connecting them with expert care close to home, we are helping grow the industry while advancing the essential role of audiologists in healthy aging.”
–Mike O’Neil, WSA US Wholesale President
For more information about Listen Up or to find resources near you, visit www.audiologist.org/listenup.
About the Academy of Doctors of Audiology
The Academy of Doctors of Audiology is a leading national association, dedicated to fostering evidence-based clinical and business practices in the delivery of hearing and balance healthcare. Visit www.audiologist.org for more information.
About WSA
WSA is a global leader in hearing healthcare. WSA helps millions of people with hearing loss regain the joy of hearing through innovative hearing technologies. WSA believes that hearing unlocks human potential – and that sound isn’t just something you hear – it’s something you feel, share, and live through – something truly wonderful. Visit www.wsa.com for more information.
Source: ADA, WSA
