Deafkidz

The bold space: You're on mute

Raising awareness for deaf children by reframing the phrase of the year.

Background

For many years, DeafKidz International had flown under the radar. They had done amazing work for children around the world facing real 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 set out to raise awareness around the plight of deaf children globally by tapping into the phrase of the moment. We used Deaf Awareness Week to create a big impact moment for DeafKidz by running a through-the-line campaign and mechanism for donation from someone saying, ‘You’re on Mute’.

We created innovative technology to integrate with video calls, spot the saying and prompt a donation. We built a landing page with JustGiving integrated and ran multi-channel activations across press, social and out-of-home.

Microsite

We created a digital hub which both told the DeafKidz International story and directed viewers to donate.

Press

We secured print, online and broadcast coverage and ran a broadcast day with DeafKidz CEO Steve Crump to discuss the charity and its work across 200+ radio stations.