Starkey Hearing Technologies has appointed Souter PR to drive an awareness-raising campaign on hearing health.

Activity for the Stockport-based business will focus on May’s Deaf Awareness Week as well as the company’s 40th anniversary that takes place this year.

The move follows the successful creation and implementation of a national and regional consumer campaign to support the company’s Muse range of wireless hearing solutions in 2016.

Director Sue Souter said that the team were delighted to be partnering with Starkey Hearing Technologies on the expanded brief.

She said: “We will initially be concentrating efforts on hearing health for the over 45s – looking at how they cope and stimulating debate around some the reasons why many don’t take the easy steps to have a test and remedy it.”

“We want to shine a light on the impact of hearing loss on confidence, interaction, relationships and professional performance and to encourage people to go for routine hearing tests as they would for regular eye tests.”

According to Starkey Hearing Technologies, one in six of the UK population experience hearing loss and yet 80% of those do nothing about it.

The education piece will also profile the company’s advanced technologies, which create smarter, smaller yet more powerful hearing instruments, which sync with IPhone and other devices – making it a modern, discreet and hugely wearable solution to hearing issues.

The campaign will also look to capitalise on the company’s 40th anniversary, with a programme of media profiles, showcasing four decades of technological innovation and the international importance of the Stockport HQ.

The manufacturing site is a significant European hub for the company’s operations outside the US.