It Does Matter

RNID’s ‘It does matter’ campaign aims to change negative attitudes and behaviours towards people who are deaf or have hearing loss.

Research shows that over two thirds of deaf people and people with hearing loss have experienced negative attitudes or behaviours in the last year. And over half report that people tell them ‘It doesn’t matter’ and change the topic when they’re struggling to understand what’s being said. The title of the campaign captures an all-too-common experience that people who are deaf or have hearing loss face on a regular basis: not catching something first time round, then being told ‘It doesn’t matter…’. One person summed it up by saying “when you say it doesn’t matter, I feel like I don’t matter”. Nobody should feel they don’t matter. ‘It does matter’ aims to change this, using powerful statistics, real-life experiences and compelling storytelling to shift perceptions and encourage inclusive behaviour. Combined with tools designed to drive real change in people’s everyday interactions, this campaign has real world impact. ‘It does matter’ reached millions through digital and media channels; the research sparked national media coverage; and thousands of people signed up to make small but meaningful change in their everyday lives. Over two thirds of those who signed up want to stay in touch with RNID and have shown themselves to be interested in changing behaviours in their everyday lives. RNID is excited to work with our new supporters as we take the campaign to the next stage.