The Deaflympics receives no government funding, and deaf athletes face barriers from accessibility to recognition. For UK Deaf Sport, we built a broadcast PR campaign to put those issues on air and raise awareness of the Deaflympics and its 100-year legacy. We booked TNT Sports presenter and Deaflympics bronze medallist Damaris Cooke and swimmer Nathan Young for radio interviews, putting their voices at the centre of a national conversation. The campaign secured 12 items of radio coverage reaching 9.4 million, including BBC Radio 5 Live, BBC Radio Scotland, BBC Radio London and BBC Radio Merseyside.
12Items of coverage
9.4 millionCombined reach
1h 40mTime on air
Coverage highlights
BBC Radio 5 LiveBBC radio
BBC Radio ScotlandBBC radio
BBC Radio LondonBBC radio
BBC Radio MerseysideBBC radio
BBC Radio ManchesterBBC radio
BBC Radio LeicesterBBC radio
Campaign video
The story
UK Deaf Sport
The campaign
Deaf Sport Recognition & Funding
The aim
Deaf athletes face significant barriers in sports, from accessibility challenges to a lack of recognition for major events like the Deaflympics, which receives no government funding. UK Deaf Sport aimed to spotlight these issues while increasing awareness of the Deaflympics and its 100-year legacy. The Relations Group designed a high-impact media campaign, securing radio and TV coverage featuring celebrity spokespeople, including TNT Sports presenter and Deaflympics bronze medallist Damaris Cooke and swimmer Nathan Young. By amplifying their voices, we drove national conversations, ensuring greater visibility for UK Deaf Sport and the athletes it supports.
The result
12 items of coverage reaching 9.4 million, including BBC Radio 5 Live, BBC Radio Scotland, BBC Radio London, BBC Radio Merseyside.
Planning a broadcast PR campaign?
Talk to the team about radio and TV interviews for your brand, or for your clients if you run a PR agency.
