A WEST Devon hearing care retailer is embarking on a fundraising drive for Hearing Dogs for Deaf People and pledging to donate money for every hearing aid sold during Deaf Awareness Week.

The Hearing Company in Tavistock is supporting the industry event by promising to give £25 to the charity with the sale of every hearing aid until the end of Deaf Awareness Week on July 4.

Nicholas Georgevic, chairman and chief executive of the company, said: 'We are proud supporters of Hearing Dogs and the tremendous work they do to improve the quality of life for those experiencing hearing loss. By working together our branch network can raise a substantial amount of money which we know the charity will put to good use.'

Hearing Dogs for Deaf People selects and trains dogs to respond to specific sounds and has placed more than 1,500 hearing dogs since its inception in 1982.

Hearing dogs alert deaf people by touch, using a paw to gain attention, and then lead them back to the sound source. For sounds such as smoke or fire alarms, dogs will lay down to indicate danger.

Alice Paine, the charity's major donor manager, said: 'We are extremely grateful of the support we have been given by The Hearing Company over the years, which has helped us put new hearing dogs through their training.

'Our charity relies on the support of individuals, companies, trusts and foundations to keep providing trained dogs for deaf people and making a positive difference to their overall quality of life.'