The British Irish Hearing Instrument Manufacturers Association (BIHIMA) is launching a national awareness campaign aimed at helping people recognize potential signs of hearing loss and encouraging earlier conversations about hearing care.
Launching September 14, the Hearing Loss Red Flags campaign focuses on everyday behaviors that may indicate an emerging hearing difficulty, such as increasing the television volume, frequently asking others to repeat themselves, or beginning to withdraw from conversations.
Hearing loss affects an estimated one in three adults in the UK, according to figures cited by BIHIMA. Because hearing changes can develop gradually, people may adapt their behavior without immediately recognizing hearing loss as the underlying cause.
Friends, family members and colleagues may therefore notice changes before the individual does.
Recognizing Hearing Loss Earlier
Research has found that adults can wait years between first noticing hearing difficulties and seeking professional help. A review examining hearing screening in the community notes previous research suggesting delays of approximately seven to 10 years before people seek help for hearing loss.
BIHIMA says its campaign is intended to shorten that gap by making common signs of hearing difficulty easier to recognize and encouraging people to seek appropriate assessment and support.
At the center of the initiative is a new campaign film produced by Hampshire-based RCM Agency. The video depicts everyday situations in which possible signs of hearing loss can be overlooked or normalized.
“It’s better to know if you have a hearing loss and make an informed decision rather than be unaware and struggle to understand why it’s getting harder to navigate the world, why it’s becoming more isolating, and why you’re struggling in your daily routine,” said audiologist Sarah Adedeji.
EuroTrak Data Highlights Gap in Hearing Instrument Use
BIHIMA also pointed to findings from the EuroTrak UK 2025 survey as part of the campaign. According to the data, 96% of hearing instrument users surveyed said their devices improve their quality of life, while 71% indicated that they wished they had sought help sooner.
At the same time, BIHIMA reports that only 51% of people with hearing loss currently use hearing instruments, highlighting what the organization sees as an opportunity to improve awareness and access to hearing care.
Hearing instrument user Phil Hall described his own experience with hearing aids and the gradual progression of his hearing loss.
“I have now worn hearing aids for over twenty years, initially just sporadically but now all day, every day, as my hearing has gradually deteriorated, but actually getting my hearing checked and being fitted with hearing aids certainly ranks as one of the best things I have ever done, as hearing loss can be so isolating and frustrating without the assistance of hearing aids,” Hall said.
“If you feel you may have hearing loss, or indeed if your family and friends suggest that you may have it, I strongly suggest that you get your hearing tested at the first possible opportunity.”
Campaign Encourages Conversations About Hearing
Beyond encouraging individuals to recognize possible signs of hearing loss, BIHIMA is asking hearing care organizations, industry partners and other groups to help distribute the campaign materials and bring greater attention to hearing health.
“Hearing loss is one of the most common health conditions in the UK, yet it is still too often overlooked or dismissed,” said Paul Surridge, Chairman of BIHIMA. “Especially when it develops gradually, people adapt without realising what they’re losing – not just sound, but connection, confidence, and quality of life.”
“This campaign is about helping people recognise those early red flags and take them seriously. The earlier hearing loss is addressed, the better the outcomes. We want to empower people to act sooner rather than later.”
Campaign resources include the Red Flags video, images and supporting materials that organizations can share through their own networks and social channels. BIHIMA is also encouraging participants to use the hashtag #HLRedFlags to support the awareness effort.
The full Hearing Loss Red Flags media pack and campaign resources are available from BIHIMA.
About BIHIMA
The British Irish Hearing Instrument Manufacturers Association (BIHIMA) represents leading manufacturers of hearing instruments in the UK and Republic of Ireland. BIHIMA’s members are committed to improving the lives of people living with hearing loss through innovation, quality and access to hearing care.
Source: BIHIMA
