What drove the change in brand?
The British Stammering Association (BSA) wanted to create a campaign and brand to inspire, reassure and empower people who stammer in the UK, as well as growing its support base.
The new brand needed to educate the world about stammering, reaching both those who stammer and those who don't. It had to reach younger audiences, empower those who stammer and not portray them as victims and let them know they are not alone.
What did the change involve?
Agency Zag, working on a pro bono basis, met with 23 BSA members to understand the feelings and experiences of those who stammer. The agency came up with brand identity Stamma, which aims to take ownership of stammering with messaging that visually stammers and blocks.
Bold and noisy letters, colours, and photography matched with an assertive and non-apologetic tone challenge the idea that people who stammer should stay hidden.In January 2019, 77 per cent of BSA members voted in favour of proceeding with Stamma, and the brand and campaign was launched in June 2019. The whole process cost the charity just £394.
What difference has this made?
The percentage of the public who had heard of BSA doubled (from 2 to 4 per cent) following the rebrand, while membership growth increased by 49 per cent. Monthly numbers of helpline calls doubled and weekly volunteers increased from four to 30, with around 11 new volunteers applying in each month.
Information downloads from the new website stamma.org average 970 per month, while public giving rose from £65,000 to £68,000.
What did the judges say?
“A clever brand idea brilliantly articulated, and most importantly embracing the voices of the people the charity represents. A distinct brand expression really well executed.”
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