‘Don't Lose the Music' aims to deliver the message about protecting hearing against loud music across a number of digital platforms, targeting UK adults aged 18-35.
The campaign, created by Blowfish Digital, will include a feature broadcast across the Ministry of Sound (MoS) TV network and a vodcast using the iTunes platform.
RNID will also deliver a series of radio podcasts and blogs as well as a digital programme targeting social networking profile pages. The campaign is based at www.dontlosethemusic.com.
Creatives aim to drive home the message that exposure to loud music at clubs can cause haring damage. RNID research reveals that 90 per cent of young people have experienced the signs of hearing damage after a night out.
Emma Harrison, head of campaigns at RNID, said: "If you have to shout to be heard by someone two metres away when you're out in a club, your hearing is at risk. Hearing damage is irreversible in humans and noise over 85 decibels - equivalent to a loud alarm clock, heavy traffic or a power drill at close range - will damage hearing over time.
"We are working with Blowfish Digital to get our message out to this hard-to-reach audience through a number of channels.
Farhad Koodoruth, managing director of Blowfish Digital, added: "The success of the campaign hinges on the channels we use to reach this audience. By combining a direct route through the MoS TV network and selected music platforms with a digital networking programme we will promote awareness at source and through a wider, more viral medium."