Sense is the charity for people who are deafblind or living with complex disabilities. To those using its services, it’s absolutely amazing. But in the wider world, it faced a huge problem in getting people to understand its cause.

>>> So Sense reached out to us with a challenge. Could we create a bold new campaign to overcome this ‘imagination gap’? To inspire new supporters to engage with its work in its heartland of the West Midlands before rolling it out nationally? <<<

Our starting point had to be our audience. We wanted to inspire the people of the West Midlands to support Sense, but insight showed that people often struggled to imagine what it was like for someone to live with complex disabilities. It could seem scary and hopeless – rather than a life like any other… filled with possibilities and potential.

So we set out to reframe their perceptions, and this became the fuel to fire our overarching campaign proposition:

We needed to overcome any sense of ‘othering’… to show that this was, at heart, about a basic human right. We did this by reinforcing that, ‘We all have the right. To be given, or to have every opportunity, to embrace wonderful, new experiences in life and to feel the joy of discovering who we are along the way. To learn and grow as people. To be everything we can be.’