DeafKidz International wanted to raise awareness of their mission to teach sign language to communities in developing countries, where deaf children are often ignored, excluded or abused.
We wanted to find an idea that would tap into a cultural zeitgeist and after a year in lockdown, we found the perfect insight. Someone trying to talk on mute during a video call is frustrating, but nothing compared to the frustration of a deaf child whose whole community is on mute, because they can’t communicate.
“You’re on mute!” became our campaign, launched with a silent film featuring a deaf child signing their take on it.
People were then directed to our site with a smart tech tool that detects when someone says "You're On Mute" on any video call, then prompts donations to DeafKidz.
The campaign, launched during Deaf Awareness Week, received coverage in over 190 publications.