Reaching Deaf Audiences: What Marketing Communicators Need to Know

Reaching Deaf Audiences: What Marketing Communicators Need to Know

April is Deaf History Month and presents a great opportunity for communicators to learn best practices for effectively reaching the Deaf community. 

With approximately 70 million Deaf people worldwide and around 11 million people in the United States who are deaf or have serious difficulty hearing, this community constitutes a substantial audience segment with considerable purchasing power.

Unfortunately, many communication and marketing campaigns fail to effectively connect with Deaf audiences due to accessibility oversights and cultural misunderstandings. In this article, we’ll explore best practices for how communicators can create intentional, inclusive campaigns that resonate with Deaf consumers.

Understanding Deaf Culture and Community

Before launching any campaign targeting Deaf audiences, it’s essential to understand that deafness isn’t merely a medical condition but encompasses a rich cultural identity. The Deaf community (often written with a capital “D” to signify cultural identification) has its own languages, traditions, and shared experiences.

Key considerations for communicators:

  • Terminology matters: Many culturally Deaf individuals don’t see themselves as having a disability. Focus on accessibility and inclusion rather than framing deafness as a limitation.
  • Diverse experiences: The Deaf community includes individuals born with hearing loss, while others became deaf later in life. Some use sign language as their primary communication method, while others rely on lipreading, written communication, or cochlear implants.
  • Sign languages are distinct: American Sign Language (ASL) isn’t simply signed English—it’s a complete language with its own grammar and syntax. Different countries have their own sign languages (e.g., British Sign Language, Auslan, etc.).

Lessons in Deaf-Inclusive Marketing

Many global brands, such as McDonalds, Kelloggs, and Hershey’s, have created memorable TV commercials featuring Deaf people in recent years. Others, such as Starbucks, have experienced negative publicity for discrimination against Deaf customers, requiring crisis communications and reputation management. Other brands, including Coca-Cola, have introduced creative and immersive experiences that resonate with Deaf audiences and foster customer loyalty and goodwill. 

Starbucks

Starbucks is an interesting public relations case study to examine for reputation management. In 2013, ABC News reported that 12 Deaf customers sued the company for discrimination involving baristas at two coffee shops in New York City. The customers filed a lawsuit alleging that they were mocked and refused service because of their disability. In response, Starbucks created a video statement in which a barista used sign language to convey the statement. The statement read “…We want Starbucks to be a place where deaf people want to work and visit. We strive to provide a Starbucks experience that is culturally sensitive and inclusive of deaf etiquette…,

Fast-forward to 2018 and Starbucks underscored its commitment by opening signing stores in different countries, including Japan and Malaysia, staffed primarily by Deaf and hard-of-hearing employees. The brand’s commitment extended to its marketing, featuring Deaf baristas in promotional content and creating ASL-centered advertisements highlighting Deaf culture and community.

Coca-Cola

Approximately 9 million people in Pakistan have some form of hearing loss. In an effort to foster a more inclusive society, Coke Studio in Pakistan partnered with Deaf Studio to create “Music For The Deaf” using light and vibrations to create a one-of-a-kind sensory experience. The groundbreaking, interactive experience was enjoyed by thousands of people.  Learn more about the story in a short video on Coke Studio’s YouTube channel.

Best Practices for Deaf-Inclusive Communications and Marketing

How can communicators increase opportunities for reaching Deaf audiences through public relations, digital marketing, and advertising campaigns?

1. Make accessibility a priority, not an afterthought

When creating video content for a blog, website, video news release, or social media, ensure the content includes accurate closed captioning, which is on-screen text. Avoid using auto-generated text, which often contains errors that cannot be turned off. Transcripts should be used for longer content or podcasts. Consider creating dedicated ASL content for major announcements.

2. Authentic representation matters

Avoid performative or “token” representation of Deaf talent in marketing campaigns, but do include Deaf talent in meaningful roles. Consider featuring sign language in mainstream advertising or public relations campaigns, including public service messages. Also, consider hiring Deaf consultants during campaign development and including them in focus groups.

3. Visual communication excellence

Deaf audiences often have heightened visual literacy. Consider strong visual storytelling that doesn’t rely exclusively on audio. Use clear sight lines to speakers’ faces in videos for those who lipread and avoid speaking over visual content in videos.

4. Website accessibility

Include visible contact options beyond phone calls, such as email, chat, and text. Consider adding an ASL interpretation service for customer support and implementing accessibility plugins that offer sign language interpretation.

Measuring Success

When evaluating campaign effectiveness with Deaf audiences, consider:

  • Engagement from Deaf community organizations and influencers
  • Feedback directly from Deaf consumers (through accessible feedback channels)
  • Social media sentiment from Deaf-focused hashtags and groups
  • Sales data from areas with higher Deaf populations or following Deaf-targeted initiatives

Communicating effectively with Deaf audiences requires more than just adding captions to videos. It demands cultural understanding, authentic representation, and a commitment to accessibility throughout the customer journey. Brands that invest in truly inclusive communications expand their potential market and demonstrate their values in action.

By embracing these best practices and learning from brands that have successfully connected with Deaf consumers, communicators and marketers can create campaigns that resonate with this significant and often overlooked audience segment. The result? More inclusive campaigns that can unlock new relationships and accelerate business growth.

More Resources To Explore 

PRSay Article: Insights on Working With Deaf Talent in Media and Communications: Written by PRSA staff, this article includes information on how PR professionals can prepare journalists for interviews with Deaf actors, writers and storytellers.

Organizations

Tools and Services

Training Resources

  • Gallaudet University: Offers consultation and training for businesses on Deaf cultural competency
  • National Deaf Center: Professional development and resources for working with Deaf individuals
  • DeafTEC: Technical education resources focused on workplace accessibility

About the Author: Heather Wilson was first introduced to Deaf culture while attending Lake Sybelia Elementary School in Maitland, Florida, and learned ASL in first grade.

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