Sense Sign School
Engage and educate
We helped Sense build an engagement campaign that beat the benchmarked recruitment target by 500%, generated a PR reach of 12 million, and is helping to break down communication barriers and disrupt narratives around disability.
Sense wanted to engage with new audiences and to encourage people to reappraise traditionally held perceptions of disability. Working with their engagement team, we built a fully integrated digital campaign that would help people emotionally connect and interact with the organisation and better learn of its services.
The lesson plan
The best way to build connection with Sense’s new audience would be through British Sign Language and a lesson in ‘communication’. Launched during lockdown, the campaign invited people to sign-up to receive a series of BSL lessons delivered via email. The teacher, and star of the campaign, was 15-year-old Tyrese (formally known as Mr. Tyrese), who Sense has supported for many years.
A top-class result
The opportunity for self-growth amongst an audience in lockdown resonated powerfully. We broke the total campaign target in the first week alone, achieving 8,000 sign ups. By the end of the campaign we had amassed 41,000 sign ups which was 500% over target. The campaign gained national coverage with Tyrese featured on major news outlets such as BBC, Sky, ITV and Channel 5.