Lipo-Flavonoid raises Tinnitus awareness

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Lipo-Flavonoid raises Tinnitus awareness

Lipo-Flavonoid is bringing awareness to a little-known condition that impacts numerous people across the country — Tinnitus.

Described as a ringing in the ears, the condition is a continued perceived sound where no external source is present. It’s often described as a hissing, roaring, whistling, ringing, whooshing, clicking or chirping sound that affects 50 million Americans, the company said.

The Sound of Tinnitus campaign from the Philadelphia-based company features a range of participants who share their individual experiences with the condition.

"People who suffer from tinnitus hear sounds that their friends and family don't hear, so it can be frustrating for them to explain what they're hearing," Dr. Shelley Borgia, Au.D. and Lipo-Flavonoid Chief Audiologist, said. "That's why this project is so important, because they finally have something for their loved ones to hear and relate to, and you'll see in the video that the sounds and their experiences with tinnitus can vary greatly."
For the campaign, Lipo-Flavonoid partnered with Emmy Award-winning foley artist Marko Costanzo, who worked with each participant to understand what they hear and recreate those sounds in the studio.

In addition, the campaign’s launch coincides with the success of the film “A Star Is Born,” in which Bradley Cooper’s character suffers from tinnitus, the company said.

"The connection to the film, while not planned, creates an incredible opportunity for us," Jennifer Moyer, the vice president of marketing for Clarion Brands, owners of Lipo-Flavonoid, said. "Having a prominent and relatable connection point helps us talk about this condition to a much broader audience and educate people that ear ringing is in fact a condition that has a name, and a range of treatment options."