Communications News: RNID planning drive to spread benefits of hearing aid use

The RNID is advertising for a campaign director to run a major initiative to achieve a "seismic shift" in public perceptions of hearing aids, with a view to tripling their use.

The high-profile public campaign will aim to make wearing hearing aids in the early 21st century as acceptable and desirable as wearing glasses.

Between 5 and 6 million people in the UK could benefit from hearing aids, but only 2 million people currently use them, according to the Medical Research Council.

The campaign, set to start next summer, will encourage people who could benefit from modern hearing aid technology to take a hearing test and choose an appropriate device if needed.

"We are hugely excited by its potential to radically improve the quality of life for many people," said John Low, the charity's chief executive.

The charity wants to hire a director by February to spearhead the initiative, co-ordinate income generation and liaise with creative ad agencies and celebrities.

The Countess of Wessex will chair an advisory board for the campaign, comprised of senior industry figures and celebrities.

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