UK – People who speak with a stammer frequently face abusive comments and misunderstandings. A new campaign created by the British Stammering Society, Stamma, aims to change preconceptions and improve representation for this community.
The campaign’s posters and video capture people who speak with a stammer mid-sentence, celebrating these slightly awkward in-between moments and challenging comments many have endured. While academics estimate that 1% of the population speak with a stammer, a YouGov poll in Britain from 2018 to 2021 found that 2–4% say they stammer, suggesting that many people hide it.
In the It’s How We Talk campaign, created by agency VMLY&R London, 17 members of the community were captured mid-flow, bringing out very human moments. ‘Some people see stammering as beautiful, others as something ugly and worth fixing. Regardless of what you think about this campaign, the fact remains – it's just how some people talk. Deal with it,’ says Daniel Liakh, director and creative at VMLY&R London.
The campaign continues to challenge the narrative around neurodivergence from a design perspective, a subject we’ve previously explored in Divergent Design.
With many people hiding neurodivergencies rather than face reactions to them, how can your brand help celebrate differences and improve representation?