Red Deluxe campaign turns up the call to turn down the earbuds.

Download the "Play it Down" app in the iTunes store.

The Baptist Memorial Health Care Foundation has launched a campaign to reduce the hearing loss rate among American teens – a notoriously hard group to reach, especially with health and safety messages. With this challenge in mind, Red Deluxe set out to frame the message as a simple and compelling proposition: Listening to your music too loud prematurely ages your ears, which permanently impacts your ability to hear your music.

The new campaign is built around a smart-phone app that simulates ear age by letting users test their ear age and then “auto-old” the music in their library. App downloads are driven by these radio and in-theater PSAs.

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