Curtis Alcock is a full-time hearing care professional and director of an independent audiology practice in the United Kingdom. Curtis is also the founder of Audira, a think tank for hearing, the main aim of which is to create a new social norm for hearing care. He has lectured internationally in Europe, the United States, Canada, and Australia on how to change society’s attitudes to hearing care and has written extensively on the future of hearing care and the changing role of the hearing care professional in a world where things are become increasingly computerised and commoditised. His articles on encouraging earlier adoption of hearing technology have featured in professional journals in the United States, Canada, and the United Kingdom. In 2013, he won the Ida Institute’s award for best public awareness campaign, which has since been used in the United States and across Europe translated into 12 different languages.