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Shaping Tomorrow, the brand-new, trail-blazing deaf-led video podcast created with a 90% deaf production team to amplify the voices of the deaf community.
The podcast embraces British Sign Language and is the very first deaf video podcast to focus on the careers of deaf professionals in the creative, sports and entertainment industries while unearthing the challenges they have faced along the way and how things have changed over time.
The Shaping Tomorrow series uniquely showcases the perspectives of two professionals per episode, one within hearing and one within deaf, revealing how deaf people navigate and thrive in less accessible environments. Through their stories, audiences will gain a deeper understanding of the challenges faced by the deaf community and the remarkable inspiring ways they overcome them.
Hear Art is a community interest company founded by Cindy Sasha and Rachel Shenton, inspired by a deep personal connection to the deaf community. Recognising the untapped creative potential and talent within this community, Hear Art was established to provide a dedicated platform for deaf creatives to lead artistic projects.
We jumped at the opportunity to help Hear Art launch Shaping Tomorrow, the brand-new, trail-blazing deaf-led video podcast created with a 90% deaf production team to amplify the voices of the deaf community.
Our role was to push Hear Art’s mission to elevate the voices of deaf creatives whilst promoting diversity, inclusion and creative excellence, through all comms, while ensuring that the message of them creating the first deaf-led video podcast to focus on career journeys was always visible.
We worked closely with the team at Hear Art to tell the story of the podcast being made, why it was being made, and the overarching mission, whilst generating coverage in relation to its launch to drive audiences towards it.
We placed staggered, high-quality, targeted coverage across all relevant media sectors, taking in previews, features, and interviews while ensuring that both hearing and deaf talent were always taking part.
An impactful campaign drew a hugely positive response from a variety of media outlets across a range of relevant media sectors, featuring an interview with Hear Art co-founder, actress, and writer Rachel Shenton and deaf make-up artist Nicky Weir with PA Media, Hello!, The London Evening Standard, Glasgow Evening Times, Irish News, plus key regionals.
We were really pleased to place a feature around Wayne Hemmingway MBE and deaf architect Christopher Laing’s episode in Architecture Magazine, an interview with Hear Art’s CEO and co-founder Cindy Sasha, who is also the creator/producer of Shaping Tomorrow, and its deaf director Sam Arnold in Pod Bible, with further features in Podcasting Today, and other key podcast outlets.
Creative Boom supported the project with a great feature, as did leading deaf media outlet The Limping Chicken, and a range of specialist trade titles including 121 Captions, and Assistive Technology Blog.
"First deaf-led video podcast to share trail blazing career journeys (BSL)."
"British actress and Oscar-winner Rachel Shenton has launched a deaf video podcast as a platform where “difference” can be celebrated more.The “fully accessible” four-part series, called Shaping Tomorrow, lets viewers watch with subtitles on and has translation in British Sign Language (BSL)."
