SHOPPERS have been given a wake-up call on the issue of hearing-loss thanks to a Co-op food store.

Staff at the supermarket in Footscray Road, New Eltham, dressed up in pyjamas to launch the start of their campaign to raise awareness about deafness.

According to the Royal National Institute for Deaf People (RNID) more than four million people are losing their hearing but not seeing a doctor.

Many of these people struggle to hear the door-bell, the telephone, or even their alarm clocks in the morning - but do nothing about it.

The shop is also fundraising for the RNID and has so far raised £86.

Store manager, Stuart Phillips, said: "Serving shoppers in our pyjamas has created some strange looks but it's also got our fundraising for RNID off to a good start.

"It's such a worthwhile cause and hopefully has given people a wake-up call about their hearing."