SENSE Sign School
- Social and Digital
- Email Journey
Sense approached us to develop an engagement campaign. They wanted to encourage people to discover Sense and its services and to encourage people to reappraise traditionally held perceptions of disability. It was clear to us that digital would be key— a channel Sense has traditionally struggled with. We wanted to build an end-to-end campaign to help people emotionally connect and interact with the organisation and to better learn of its services. We felt the way to do this was through British Sign Language and a lesson in ‘communication’.
Launched during lockdown, Sense Sign School was an integrated campaign with social ads, an email journey and educational films. The campaign invited people to sign-up to receive a series of British Sign Language 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.
The opportunity for self-growth amongst an audience in lock-down resonated powerfully. Within week one of launching, the overall campaign target of 6,850 sign-ups was smashed with over 8,000 new students enrolled. Sense Sign School has since engaged over 24,000 individuals. The campaign gained national coverage, too with Tyrese featured on major news outlets such as BBC, Sky, ITV and Channel 5.