It is part of 'Breaking the Sound Barrier,' a bold new campaign from leading charity RNID, to change attitudes towards hearing loss and hearing aids. It follows a specially commissioned Ipsos MORI survey that shows almost half of adults in Britain believe that embarrassment about not being able to hear prevents people with hearing difficulties discussing their problem with others, or having a hearing test.

When questioned by Ipsos MORI about their own hearing difficulties, 70 per cent of those with hearing problems who had not consulted a hearing specialist or GP, said this was because they hadn’t considered their hearing ‘bad’ enough to seek help. 

When questioned about why people might not address their hearing difficulties, the public in general are most likely to say that 'embarrassment' is the key reason for failure to consult others or have a hearing test (46 per cent).  Over a quarter (27 per cent) say this is because people with hearing difficulties worry other people would think they were getting old if they wore a hearing aid, and one in five (20 per cent) say the reason is that people with hearing difficulties are concerned people would look at them and treat them differently if they wore a hearing aid.

HRH The Countess of Wessex will launch the campaign, which includes the specially developed hearing check that can be taken over the telephone by calling 0845 600 55 55 – and a powerful advertising campaign to be first broadcast on Christmas Day, to tackle the problem.

RNID's Chief Executive Dr John Low explains: "By the time we reach 60, over half of us will have some level of hearing loss, which happens naturally as we get older. But it can have a profound impact on our personal and professional lives, leaving many of us feeling isolated and out of touch with family, friends and colleagues.  This campaign sets out to address these important issues and reconnect millions of ordinary people back to society."

RNID has been pursuing a long-term campaign to improve quality, access and take-up of effective hearing aids, and currently over half a million people have benefited. Breaking the Sound Barrier aims to build on this, informing and persuading people to take action to address their hearing loss, not only for their own benefit, but for that of their family and friends, colleagues, and society at large.

The campaign launch will feature the first public recital of 'Fanfare for the Hard of Hearing', a specially commissioned piece of music, written by leading contemporary composer, Laurence Mark Wythe.

Wythe explains, "This was probably the most challenging commission I have ever accepted.  People who are losing their hearing say the extremities of pitch are the first sounds they lose. I used that connection as my starting base, with the boundless possibilities of sound that need to be cherished and sought after, lest we take it for granted."

RNID developed the telephone hearing check, which features TV personality Eamonn Holmes and has been validated by audiology expert Professor Mark Lutman of Southampton University supported by specialists in Manchester, London, Birmingham, Nottingham and Bristol. Other celebrities backing the campaign include Sir Cliff Richard, Claire Rayner, Alan Titchmarsh and popular historian David Starkey.

Sir Cliff Richard, says: "Clear hearing has been something I've always depended on in my professional life, and I'm delighted that RNID has launched its telephone hearing check so that we can all get a clearer picture of our level of hearing.   I'd urge everyone to support Breaking the Sound Barrier by taking the hearing check.  It could change your life for the better."