Bradford Chamber of Commerce has chosen the Ear Trust as its nominated charity for the next 12 months.
The charity is currently running the Listening for Life campaign, which is also being backed by the Telegraph & Argus, and aims to raise £1.5million to build a new centre for the Yorkshire Cochlear Implant Service at Bradford Royal Infirmary.
It will be the first dedicated cochlear implant centre in the country and it will help restore hearing to profoundly deaf people from across the Yorkshire region and beyond.
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The Chamber, the district's main business support organisation, selects a different charity each year to receive funds from both its organised events and occasional activities.
Chief executive Sandy Needham is leading by example with a coast-to-coast bike ride next month, and plans are being made for other staff involvement to support the charity.
Cuddly toys are already on sale to visitors, a dress-down day' will be held in the summer and events such as staff quizzes will take place later in the year.
The centre is under construction and, when complete, it will increase the number of people given cochlear implants - known as the bionic ear' - each year.
The YCIS got off the ground in 1990, after ear, nose and throat consultant and founder Chris Raine, became interested in the cochlear implant.
Mr Raine founded the Ear Trust as a charity to support the service.
"I was totally enthused by the idea of restoring hearing to those who had no meaningful hearing at all," he said.
"The technology has continued to improve and our 20-strong team has a life-long commitment to our patients and their families. We desperately need to expand and I hope that Chamber members and supporters will help me realise my vision to create this wonderful purpose-built unit."
The unit will include testing facilities, rehab rooms, professional training and support workshops. Constructing and equipping the centre is expected to total around £2.6m.
Chamber president Balbir Panesar said: "I'm pleased to be able to say that the Chamber is getting behind Chris and the Ear Trust this year.
"The impact of being deaf, especially for the young, can be very severe and so the opportunities provided by Chris and his team are warmly welcomed.
"I look forward to working with the team throughout the year."
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