Action on Hearing Loss has announced that they will be returning to their original, “much-loved name” RNID on 2nd November.
The return to the household name, which dates back to 1911, is part of their ambitious plans to reach more of the 1 in 5 people in the UK who are deaf or have hearing loss and the 1 in 8 who have tinnitus.
The focus on the daily issues deaf people have faced during the COVID-19 pandemic, such as the barriers to communication caused by face coverings, has highlighted the need for them to be a stronger brand.
The charity carried out research with 6,000 people which led to our new strategy and brand purpose, which is that “Together, we will make life fully inclusive for deaf people and those with hearing loss or tinnitus.”
The research found that RNID was still more popular and more trusted by people, despite the name not being used since 2011. People said that the current brand did not reflect the charity’s history or communicate the amazing work they do.
Returning to RNID and redefining our purpose is a critically important step in our journey to make life more inclusive for deaf people and those with hearing loss and tinnitus. RNID continues to be a well-known and much-loved charity and I am proud that we have the confidence to make bold and radical changes which are crucial to our ambition to grow our audience reach and impact.Mark Atkinson, Chief Executive
The charity believe RNID will be a stronger voice for deaf awareness and invest in campaigning for change. They will connect people to the information and advice they need. And they will continue to fund new treatments for hearing loss and tinnitus.
The new purpose, name and identity is about making it clearer who they are for and why they exist. The charity believes that now, more than ever, it’s vital that people across society understand the challenges deaf people and those with hearing loss and tinnitus face.”
The registered name remains The Royal National Institute for Deaf People but you can call them RNID.
The new brand will launch on 2nd November.