Shifting public understanding of hearing loss
RNID is the national charity supporting people who are deaf, have hearing loss or live with tinnitus. For more than a century, it has provided advice, campaigned for better access and helped people feel less alone in their experiences.
Its work spans public health, technology, research, employment, accessibility and everyday communication. RNID asked We Do Stories to help share that work with wider audiences and show how a better understanding of lived experiences of hearing loss can improve daily life for millions of people.
RNID wanted to reach more people with a clearer understanding of hearing loss, deafness and tinnitus.
The charity already had a strong reputation, but it needed to connect its message with wider public audiences. It wanted more people to understand the challenges faced by the communities it supports, as well as the practical solutions that can improve communication, access and inclusion.
The campaign needed to reach people who may not have engaged with the charity before, encourage public interest and support RNID’s wider push for a more accessible society.
We used a story-centric approach, putting lived experience from RNID’s community at the centre of the campaign.
We worked with RNID to identify people whose experiences could help audiences understand the impact of hearing loss, deafness and tinnitus in everyday life. These stories gave the campaign a human focus while supporting RNID’s wider message about technology, communication, workplace inclusion and accessibility.
We shaped the campaign assets so each one supported a wider strategic narrative. The work showed both the barriers people face and the practical changes that can make life more accessible.
Media outreach was planned around moments where RNID’s message could reach people with greater relevance. One of the key opportunities was Breaking the Silence, the Channel 4 documentary exploring hearing loss and its impact.
By connecting RNID’s message with real experiences and a relevant national broadcast moment, the campaign helped the charity reach wider audiences and strengthen public understanding of its work.
The campaign helped RNID reach audiences beyond its existing supporter base and strengthened its position in mainstream public conversation.
Channel 4 featured the stories across its platforms, extending the campaign’s reach and placing RNID’s message alongside a high-profile national discussion about hearing loss. The Independent published campaign content, helping RNID reach a wider national audience.
The work also gained attention from Boots, one of the UK’s largest and most trusted retailers. Boots asked to display the campaign materials across its stores nationwide, taking RNID’s message into everyday public spaces and placing it in front of people who may never have searched for support online.
RNID used the content across its owned media channels, increasing engagement and reach across its digital platforms. Engagement exceeded the agreed campaign targets by 25%.
The campaign gave RNID a clearer, more public-facing way to talk about hearing loss, accessibility, and inclusion. It helped shift the issue from a specialist charity conversation to a broader social one, strengthening RNID’s platform for future advocacy.
RNID returned to We Do Stories to use the campaign material across further campaigns, extending the value of the original work across different platforms and moments.
