You’re on mute
For many years, DeafKidz International has flown under-the-radar. They’ve done amazing work for children around the world facing a range of challenges; but not received the recognition they deserve.
During the pandemic, everyone spent a huge amount of time on video calls. These came with their own frustrations – poor connections, unreliable video and those now-predictable moments when someone tries to speak on mute. These were a vehicle to illustrate the extreme frustrations that deaf children in impoverished countries face every day. These problems left those communities effectively ‘on mute’ every single day, regardless of the pandemic.
How We Got There
We used Deaf Awareness Week to create a big impact moment for Deafkidz by running a through-the-line campaign and mechanisms for donation from someone saying, ‘You’re on Mute’. When this phrase was said, our innovative technology would prompt a donation from the user.
We built a landing page with JustGiving integrated and ran multi-channel activations across press, social and out-of-home.