City Centres Maadi and Alexandria World Hearing Day campaign achieves EGP 136,115 in donations for cochlear ear implants in collaboration with “Esma3ny” to generate awareness around hearing loss in children as part of the Gifts from Heaven program.
Esma3ny is a campaign created to raise awareness about hearing loss in children and its main goal is to spread the importance of early detection in newborns and children up to four years to avoid their total loss of hearing. The campaign targets the community’s awareness regarding the problem and to urge parents not to delay consultation with the doctor in the event of any detection in children to avoid more problems that can be treated before the age of five.
Majid Al Futtaim, the leading shopping mall, communities, retail and leisure pioneer across the Middle East, Africa and Asia, celebrated World Hearing Day throughout the month of March at City Centres Alexandria and Maadi through hosting an awareness and donation gathering campaign to highlight the importance of early detection of hearing loss in children. The donations collected amounted to EGP 136,115 which will go towards cochlear implant procedures for children in need.
The donations were collected in partnership with the Egyptian Cure Bank and Resala. Free hearing screening tests were also available to mall goers in Alexandria and Maadi through Amplifon, Egypt’s foremost-dedicated hearing aid specialist. On World Hearing Day, City Centre Maadi’s whole mall front and City Centre Alexandria’s main gates area were flooded with red lighting as an iconic statement for the cause.
World Hearing Day is celebrated on March 3rd, which is why City Centres Maadi and Alexandria adopted this cause for the whole month, as part of their “Gifts from Heaven” program which was launched last year. “Gifts from Heaven” is dedicated to awareness raising and donation support for differently abled children in Egypt’s society, a cause that has become by the nation on 2018.
According to recent studies released by “Esma3ny” the social awareness initiative for hearing loss in Egypt, hearing loss affects 16 % of Egyptians , with 18,000 new-borns affected while 4.5 million are affected as a whole . Cochlear implant surgeries are extremely expensive and can cost up to EGP 250,000 . The surgeries present a permanent solution to hearing loss and in helping children assimilate in society to showcase all of their talents with zero impact on their future.
Esma3ny also supported the City Centres Maadi and Alexandria awareness campaign for World Hearing Day by engaging celebrity ambassadors Yosra Al Lozy, Ayten Amer and Kinda Aloush through videos for the campaign.
Amplifon Middle East is Egypt’s foremost-dedicated hearing aid specialist. It was established during 2006, as a subsidiary of Amplifon S.p.A., the worldwide leader in the distribution of hearing solutions and small hearing aids in 22 countries with 3200 shop-in-shop and corners, 2100 direct points of sale, and 5200 professionals worldwide.
Amplifon Middle East supports the global mission of helping people with hearing problems rediscover what it means to live life to its fullest through solutions based on individual needs that guarantee complete satisfaction. Our network of 22 branches in Egypt act as hearing care centers so that people with hearing impairment are never far from expert advice from Cairo to Aswan.
Amplifon holds the only quality management system certified from the British Standard Institution (BSI) – ISO 9001 as a hearing services provider in the Egyptian market.