Back story
Liberty is a long-running annual celebration of deaf and disability arts. Until 2018, Liberty took place on a single site. In 2018, for the first time, it went on tour. The challenge was to come up with a name and rebrand that communicated this change, while staying true to the festival’s spirit. The new name - Liberty Unbound – expressed the essence of the campaign, based on the idea of an unstoppable life-force. The headline ‘live unstoppably’ aimed to do just that. Challenging preconceptions about disability, Liberty Unbound celebrated the boundary-breaking life-force demonstrated by its performers.
How it impacted your organisation.
The campaign led to an increased awareness of the Deaf and disability arts
scene within the organisation, and called on close working between the Creative,
Events and Culture teams to ensure its smooth running.
scene within the organisation, and called on close working between the Creative,
Events and Culture teams to ensure its smooth running.
How the project created an amazing experience for your constituents?
Audiences reported that 32% had seen the Liberty poster/design before the event and 86% thought the design represented the event well.
How it met your organization’s objectives?
Focus group research found that all call-to-action scores rose this year.
