The National Deaf Children’s Society, the charity for deaf children with any level of hearing loss, has partnered with Peppa Pig on a landmark new storyline that will see Peppa’s brother George revealed to be moderately deaf in one ear.
The National Deaf Children’s Society worked closely with the Peppa Pig production team from the earliest stages of development, advising on the portrayal of deafness, different types of hearing loss and appropriate support, to ensure the storyline reflects the lived experiences of deaf children and their families. The charity continues to provide expert guidance to the writing and creative teams as George’s story develops across TV and online episodes.
There are more than 54,000 deaf children in the UK, and almost a quarter are deaf in one ear, like George. Hearing loss can develop at any age, and without the right support, even mild or moderate hearing loss can affect a child’s speech, language, learning and behaviour. Yet most families have no previous experience of deafness, so they don’t always know where to turn to for support.
Airing next month, the storyline follows George as he has a hearing test, begins using a hearing aid and starts to understand the world as a deaf child. It reflects the practical, emotional and everyday realities many families face when they find out their child is deaf – from navigating appointments and learning about hearing technology, to supporting a young child as they adapt.
George is portrayed as having moderate, single-sided deafness, which for him means he can hear some sounds but not others. With a hearing aid, he has greater access to sound, although he may still find it harder to hear in noisy or busy environments, or when several people are speaking at once. The storyline aims to help young audiences understand that while hearing technology can support deaf children, it does not “fix” deafness, and that small adjustments and understanding can make a meaningful difference.
New research shows just how powerful representation like this can be. Almost all parents (98%) of children with hearing loss believe that seeing deaf characters in children’s television has a positive impact, with more than half (53%) saying it helps children develop a stronger sense of self and nearly half (47%) saying it helps them feel less isolated.
The charity hopes the storyline will encourage parents to spot the signs of hearing loss early, trust their instincts and speak to their GP if they have concerns – helping children access support as soon as possible.
George Crockford, Chief Executive of the National Deaf Children’s Society, said:
“There are an estimated 54,000 deaf children in the UK, yet we don’t always see their lives reflected on screen. Representation matters, and it’s vital that deaf children see their experiences portrayed authentically and positively.
“Introducing this storyline in a series as loved as Peppa Pig is an important step towards creating a world where anything is possible for deaf children – a world where differences are understood and every child feels seen, valued and included.
“George will have many experiences shaped by his deafness, just as real families do. We know that with the right support in place, deaf children can achieve just as much as their hearing peers. We hope this story will raise awareness of childhood deafness, help parents spot the signs of hearing loss, and highlight the support that’s available for families.”
As part of the partnership, Hasbro will support the National Deaf Children’s Society through fundraising initiatives. The charity is also supporting Hasbro by providing expert insight, resources and deaf awareness guidance to help promote understanding across families and communities.
Hasbro will also share resources for parents through the PEPPA PIG Muddy Puddle Parenting YouTube channel.
The National Deaf Children’s Society supports deaf children with any level of hearing loss, offering expert information, practical guidance and one-to-one support for families, as well as local support in communities across the UK.
For more information and to explore resources for deaf children and families, visit ndcs.org.uk/georgepig