RNID set to tackle hearing aid image

Susan Osborne, who joins as co-director for the campaign, said its prime objective was to 'achieve a seismic shift in public perceptions to make wearing hearing aids as acceptable and desirable as wearing glasses'.

Osborne has been running her own comms consultancy for the past 16 months, and prior to that was executive director of communications at Cancer Research UK.

The charity has also hired the V&A museum's director of development John McCaffrey, who will be in charge of income generation from high-value donors.