RNID campaign to improve image of hearing aids

The RNID is to launch a major campaign next year to encourage another four million people who need hearing aids in the UK to wear them.

It says research indicates there are almost six million people in the UK who would benefit from the use of a hearing aid to combat hearing loss, but only two million actually have them, despite the fact that the NHS has made new digital hearing aids available that, on average, bring a 40 per cent improvement in hearing.

‘There has been a revolution in hearing-aid technology but there has not been a corresponding revolution in attitudes,’ said RNID head of media Clarinda Cuppage.

The organisation is recruiting for a campaign director to lead the initiative who will report to RNID chief executive John Low.

The postholder will also work with an appeal board, made up of volunteers from the PR and marketing industries, to be chaired by The Countess of Wessex.

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