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This is a campaign that sympathises with, and highlights, the difficulties people who stammer face, and its challenging non-acceptance in British culture.

Whilst many not-for-profits would raise their purpose with a sense of darkness and the impending consequences of ignorance, we took the opposite approach by making things colourful and eye-catching, using simple design and editing techniques, and photography to help communicate our mission, without being afraid to be a little silly or
startle our audience with unconventional portraiture.

Across OOH, Film and Radio, we addressed two distinct audiences. For our non-stammering audience; we confronted their miss-held beliefs and encouraged them to think twice about how their own reactions to
stammering could be hurtful, not helpful. For those who stammer, our aim was to unite the widely diverse audience who share a common struggle in their everyday life, showing them relatable expressions and scenarios to
remind them they’re not alone.

The posters needed to be bold and feature a large range of people to show that there isn’t any one type of person more likely to stammer. This led to the creation of 17 individual posters, each with their own identity, but all tying into the look and feel of the campaign.

Portraiture is the main feature of the posters, each showing an individual in mid-stammer. This was an effort to hero our cast, bringing attention to their own unique look when stammering, and make the people who deal with the prejudice they face, the feature of the designs.

Bold typography spaced in unorthodox ways was designed to give the words impact, while replicating the intonation of stammering voices. The design hierarchy places the defiant words above the portraits to draw the eye in, before concluding these sentences with a simple “I Stammer” to explain and give context to the rest of the piece.

In film, we used the same portraiture, in a stop motion style to bring more impact to our cast’s unique facial expressions. We wanted to make the voices of our cast the most prominent part of the edit though, and this meant building it around the VO, elevating each individual and showing how they speak in a raw and honest manner.

Throughout the edit, we took an approach similar to making music videos, placing the flow and rhythm at the centre. The music was composed similarly, emphasising the pauses and sounds of the stammers, rather than filling gaps in their speech; something the public do out of awkwardness.

Finally, for the radio portion of the campaign, we used an edited version of film voiceover to bring an unexpected twist to the expectation of the voices commonly heard. The repetitions and silence caused by the blocking of speech stands out against the commonly wall-to-wall sound of radio, creating something that really cut through against everything else.