WORK FOR GOOD CUT - PRINT (OUTDOOR)

Stutter.ca - Canadian Stuttering Association
Charity /Non profit

Shortlist

Title:	Stutter.ca
Brand:	Canadian Stuttering Association
Product/Service:	Charity /Non profit
Client:	Canadian Stuttering Association
Agency:	john st.
Release Date:	2024-10-14
Individual Credits:	CEO: Allison Ballantyne
Individual Credits:	CCO: Krystle Mullin
Individual Credits:	Associate Creative Director, Art Director: Michelle Orlandi
Individual Credits:	Art Director: Jordan Bloom
Individual Credits:	Copywriter: Kim Monitto
Individual Credits:	Designer: Michelle Orlandi, Jordan Bloom, Laura Baldesarra, Trong Nguyen
Individual Credits:	Animation: Laura Baldesarra
Individual Credits:	Producer: Larissa Lee
Individual Credits:	Business Lead: Jessica DeSantis
Individual Credits:	Business Lead: Jessica DeSantis
Individual Credits:	SVP Media: Paula Carolan Di Salvo (Mindshare)
Individual Credits:	Associate Director: Michelle Collie​​​​ (Mindshare)
Individual Credits:	PR: Tory Crowder (Jumpstart Communications)
Individual Credits:	OOH Partner: Grassroots Advertising
Individual Credits:	National Coordinator and Board Chair: Eeva Stierwalt (Canadian Stuttering Association)
Individual Credits:	Association of Board Members: Alexandra D’Agostino (Canadian Stuttering Association)
Notes for Judging:	410,000 Canadians stutter. But not all who stutter, stutter the same. This campaign for the Canadian Stuttering Association (CSA) aimed to raise awareness of stuttering as a speech condition and drive users to their website, which offered resources and support for Canadians who stutter. To achieve this, digital innovation was combined with impactful OOH design. Stutter.ca was launched, along with 410,000 other unique URLs, to represent how each of the 410,000 Canadians who stutter, might pronounce “stutter.ca.” Real speech patterns from the stuttering community were used to train an AI model that generated 410,000 unique URL variations. A backend system then redirected all URLs back to stutter.ca. To amplify awareness, a Canadian-wide campaign was launched that included digital OOH, poster, and cinema communications, all which created awareness of stuttering as a speech condition and encouraged visits to the website. We developed a design system inspired by three common stutters: prolonged sounds (blue poster), repetition (red poster), and pausing (green poster). The typeface balanced legibility with intentional imperfections, like sharp cut-offs and asymmetrical letters, to mimic speech irregularities. These designs challenged traditional design standards and created powerful moments of recognition. The campaign exceeded its goals: 4,594,226 impressions 192% increase in web traffic 9.5% increase in donations Website visits from over 172 countries Stutter.ca’s impact across Canada was significant, bringing unprecedented visibility to stuttering and challenging societal perceptions about speech differences. Speech therapists, psychologists, and teachers nationwide adopted the campaign as an educational tool to empower people who stutter. More importantly, feedback and love from the stuttering community highlighted how the campaign made them feel seen and understood, often for the first time. Ultimately, the campaign provided authentic representation for those who stutter, while creating empathy in those who don't.
Ad Net Zero Statement:	We estimate that this work used 10 kg of CO2e. To offset our energy use we donated 1 Tonne of CO2e to the Delta Blue Carbon Removal (99x the amount of estimated use).