Yesterday, Currys launched its 2024 Channel 4 Diversity in Advertising Award campaign, ‘Sigh of Relief’. In a media landscape where inclusivity is often an afterthought, this campaign stands out for its authentic portrayal of deaf individuals; and their lived experiences.
The campaign, which was developed in partnership with AMV BBDO and launched under Currys broader ‘Beyond Techspectations’ focuses on the in-store experience of three customers with accessibility needs. The advertisement captures not only this quiet frustration but also the sense of relief that comes when a deaf customer feels truly heard. The narrative shown throughout, which is told mostly through visual storytelling and BSL, provides a striking glimpse into what accessible and equitable service can feel like for members of the deaf community.
While the campaign’s primary collaborators were Currys and AMV BBDO, they also received feedback from the Royal National Institute for Deaf People (RNID) and the Royal National Institute of Blind People (RNIB) during the production. The campaign doesn’t merely tick a box, it both educates and advocates. The advert normalises the use of BSL on screen and places communication access at the core of the customer experience. The campaign has an important message: communication isn’t simply about compliance; it is about inclusion and equality.
For Currys this is only on step amongst many. The campaign is part of a wider commitment from Currys to make their stores and services more accessible. Other initiatives include WelcoMe app and Quiet House shopping. WelcoMe allows customers to register their visit, specify any accessibility needs, and provide an estimated arrival time, enabling stores to prepare for the visit. For those who are deaf or hard of hearing, Currys provides a relay service as well.
The ’Sigh of Relief’ campaign serves as a powerful reminder of the importance of inclusivity in retail. Customers with accessibility needs should be able to breathe a sigh of relief in all shops, not just Currys We hope this campaign will set a precedents for other retailers to follow.