New partnership aims to tackle hearing loss stigma and raise awareness of the importance of hearing health
TORONTO, Oct. 12, 2022 (GLOBE NEWSWIRE) — Alan Cross joins Widex Canada as Canada’s hearing aid manufacturer sound ambassador. The new partnership will leverage Cross’ expertise in the radio and music industry and his status as one of Canada’s most recognized voices in radio.
Cross is considered Canada’s resident rock music expert after a career spanning more than 40 years as a radio host, writer, journalist and interviewer. Cross’s career began in 1980 at the University of Winnipeg’s campus radio station, CKUW. He is currently the voice of legendary Toronto rock station Q107.
“I’ve always been deeply obsessed with good sound, partly because I’m a music fan and partly because I’m a radio person who makes a living from sound,” says Cross. “I was really surprised to learn that on average it takes seven years to go from acknowledging that you can’t hear very well to getting help and getting hearing aids. It’s long from the perspective of someone like me whose life is so tied up with music and sound.
Based in Toronto, Cross is best known as the host of the syndicated radio series The Ongoing History of New Music, Canada’s longest running radio documentary. He was also host of the radio series The Secret History of Rock and ExploreMusic, and creator and author of the blog A Journal of Musical Things.
“Alan brings a unique perspective to his craft as a broadcaster whose life revolves around sound,” said Brian Beatty, vice president of marketing for Widex and WSAudiology in Canada. “He will be a valuable asset to Widex as we continue to bring attention to hearing health and develop solutions for better hearing.”
According to Statistics Canada, up to 54% of Canadians over the age of 40 suffer from some form of hearing loss. However, the stigma surrounding the use of hearing aids often prevents many from wearing them. Part of the Sound Ambassador partnership will focus on making hearing aids more appealing to normalize hearing loss and get people looking for a solution to their hearing problems.
“Not hearing as well as you used to can cause relationship strain, stress, and frustration,” Cross says. “One thing I’ve learned since becoming a Widex Sound Ambassador is that hearing aids can be life changing. It’s like putting on glasses for the first time – suddenly everything is so much more vivid and clear.
Alan Cross joins three others in the Widex Sound Ambassador project: award-winning cellist and composer Ida Riegels, legendary composer, flautist and pianist Brian Jackson, and celebrated composer and classical guitarist Dominique Le Gendre.
Widex officially announces its role as Sound Ambassador at the Canadian Academy of Audiology conference taking place in Niagara Falls this week.
At Widex, we believe in a world where there are no barriers to communication; a world where people interact freely, effortlessly and confidently. With 60 years of experience in developing advanced technologies, we provide easy-to-use hearing solutions that are seamlessly integrated into everyday life and enable people to hear naturally. As one of the world’s leading manufacturers of hearing aids, our products are sold in over one hundred countries and we employ 4,000 people worldwide.
For more information or to arrange an interview, please contact: