In a world where 1 in 4 say they avoid talking to disabled people, Sense Sign School is breaking down barriers and disrupting traditional narratives around disability. Launching in the midst of the UK's first national lockdown, it beat benchmarked recruitment targets by 1,120% and generated a PR reach of 15 million, sparking a national conversation and changing perceptions about people with disabilities. Over 80,000 people are now more confident about using British Sign Language (BSL), and audience feedback is incredibly positive.
And it was all lead by a disabled teenager, Tyrese Dibba - putting inclusion right at the heart of the campaign. As well as delivering the video lessons, the content and style of the campaign were built around his interests, personality and positive energy.
Sense is a charity that supports people with complex disabilities. They needed to recruit new supporters, but wanted to find people who were truly aligned with their mission of making sure everyone's included. Sense Sign School was the result - an integrated digital campaign that's helping to grow the charity's audience, while authentically changing society for the better too.