Midlifers are being urged to take free high street tests to help reduce the risk of dementia.

New research has revealed that 96 per cent of adults surveyed across Wales are unaware of the most important lifestyle change to reduce the risk of dementia – tackling hearing loss.

In the lead-up to World Alzheimer’s Day on September 21, the Love Your Ears campaign is highlighting the connection between midlife hearing problems and the risk of dementia.

The campaign will donate £1 to the Alzheimer’s Society for every free hearing test booked at Hidden Hearing clinics across Wales.

The research revealed that dementia, including Alzheimer’s, is the top health concern for adults as they age.

Only 4 per cent of Welsh adults surveyed were aware that addressing hearing loss and wearing hearing aids can significantly reduce the risk of dementia, especially for those who develop hearing problems between the ages of 40 and 65.

Harvey Shaw, an audiologist at Hidden Hearing’s clinic in Llandudno, explained: "People who develop hearing problems between the ages of 40 and 65 have been found to have an increased risk of developing dementia in later life.

"Mild hearing loss doubles the risk; a moderate loss triples it; and severe loss increases it by up to five times.

"But studies have also shown that wearing hearing aids when you have a loss can help to reduce cognitive decline."

He added: "How a hearing loss is managed is important, as the right treatment can help to protect the hearing you still have and prevent further loss.

"That’s why we recommend that anyone who is concerned about their hearing gets a hearing test and adults aged 55 and over get routinely tested every two years."

Despite this, for the majority of adults surveyed across Wales, getting their hearing tested was a low priority.

Only 4 per cent said they had been tested this year and only 13 per cent were considering having a test.

To encourage more people to get their hearing tested and to support the work of the Alzheimer’s Society, the Love Your Ears campaign is donating £1 to the charity for every hearing test booked at Hidden Hearing clinics across Wales from September 16-22.

To book a free hearing test and support the Alzheimer’s Society, visit Hidden Hearing's website at www.hiddenhearing.co.uk/hearing-loss-dementia.