The Hearing Company in Halesowen is raising cash for a charity which trains dogs to act as lifelines for deaf people as part of Deaf Awareness Week.
The Cornbow branch, operating from Scrivens Opticians, will donate £20 to Hearing Dogs for Deaf People for every hearing aid sold throughout the week, from May 7 to May 13.
It is hoped the annual drive will raise awareness of deaf and hard of hearing issues.
Branch manager Sharla Patel said: "We work closely with those suffering from hearing loss and therefore have a natural link to this charity.
"We wanted to show our support for the cause and hope to contribute considerably towards funding the training of more hearing dogs."
Hearing Dogs for Deaf People fundraiser Alice Paine said: "Training each dog costs thousands of pounds. I would like to thank The Hearing Company for its generous contribution and ongoing support."
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