Action on Hearing Loss returns to 'more popular and trusted' RNID name

Action on Hearing Loss is to return to its former name RNID in response to research among the public.

The RNID name dates back to 1911 and was changed to Action on Hearing Loss in 2011.

But research among 6,000 people found that RNID is “more popular and more trusted” and the current brand “did not reflect the charity’s history or communicate the amazing work we do”, said the charity.

This research has also led to a fresh strategy and purpose for the charity that “together, we will make life fully inclusive for deaf people and those with hearing loss or tinnitus”.

The charities registered name will be The Royal National Institute for Deaf People, with RNID used on branding.

“Returning to RNID and redefining our purpose is a critically important step in our journey,” said the charity’s chief executive Mark Atkinson.

“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.

“RNID will be a stronger voice for deaf awareness and invest in campaigning for change. We will connect people to the information and advice they need. And we will continue to fund new treatments for hearing loss and tinnitus. 

“Our new purpose, name and identity is about making it clearer who we are for and why we exist. Because now, more than ever, it’s vital that people across society understand the challenges deaf people and those with hearing loss and tinnitus face.” 

Earlier this month Oxfam chief executive Danny Sriskandarajah urged charities to stop an “obsession with brand” and “smothering social justice campaigns with their logos and objectives”.

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