The event on 3 March will focus on overcoming the challenges posed by societal misperceptions and stigmatising mindsets through awareness-raising and information-sharing, targeted at the public and health care providers.

The WHO estimates that over 80% of ear and hearing care needs are unmet across the globe and that unaddressed hearing loss poses an incredible cost of $980 billion each year. The 2024 campaign has three main objectives, which are to:

– Counter the common misperceptions related to ear and hearing problems in communities and among health care providers.

– Provide accurate and evidence-based information to change public perceptions of ear and hearing problems.

– Call on countries and civil society to address misperceptions and stigmatizing mindsets related to hearing loss, as a crucial step towards ensuring equitable access to ear and hearing care.

BIHIMA actively supports the annual World Hearing Day campaign and in fact our recent audiologist survey showed that mindsets really do need to change, with 96% of respondents agreeing that stigma is either still a significant factor or a present but declining factor in the decision to delay fitting or not wear a hearing device.

BIHIMA Chairman Paul Surridge said: “World Hearing Day is an important day in our annual calendar and provides a vital platform for conversations to take place. We need to improve how we respond to hearing loss across the UK and the rest of the world and we look forward to playing a role in raising awareness and challenging the stigma that still exists in some areas of society.”