Four million people in the UK aren’t wearing hearing aids when they could benefit from them, leading to isolation in social situations and frustration of not being able to follow conversations with friends and family.

RNID, the charity for people who are deaf or hard of hearing, and The Co-operative are calling on the Government to deliver a National Hearing Screening Programme to ensure that everyone over the age of 55 has the opportunity to get their hearing tested and take action to get the best from their hearing.

Jackie Ballard, Chief Executive Officer, RNID, says: “These figures show that there is appetite for a hearing screening programme. The people of the UK value their hearing and they want the Government to show they do too.

“It can take people up to 15 years to address a hearing loss. We want to send a clear message to the Government that an NHS hearing screening programme for over 55s is wanted and vital. With an ageing population we are facing a hearing loss timebomb and we want to ensure those who aren’t hearing as well as they used to lead a fulfilling and active life.”

Peter Marks, Chief Executive of The Co-operative Group, says: “We are delighted that the RNID is our charity of the year and I know our staff and members will have great fun raising money for this worthwhile charity.

“Behind the fun, however, lies a serious message. Thousands of people are being isolated by their hearing loss and that is why we are supporting the RNID’s campaign to establish free hearing tests for everyone aged over 55.

“Our past two UK-wide charity fundraising campaigns each raised more than £1 million and with the tremendous enthusiasm and commitment of our staff for this new initiative, plus the help of our ever-supportive customers and members, I am sure we can more than emulate our past successes for this very worthwhile cause.”