The BSA wanted to find a new, clearer way to communicate with its membership and the public at large, as opposed to disguising stammering.
The organisation found that 99 per cent of their members have a feeling of shame about their stammer – but a separate poll from YouGov found that one in four are comfortable hearing a joke about stammering.
Responding to this, independent agency Zag helped the BSA rebrand. The organisation will now trade as Stamma.
It has also produced a campaign centred around the phrase “I stammer”, with spaces between the letters signifying the pauses in conversation “so familiar to people who stammer.”
Lucia Vera, Design Director for Zag, said:
“It is all about patience and taking the time to truly listen. We wanted to create a brand that helped us turn the silences, that can be awkward for both people, into moments where we can come closer together, learn about stammering and find ways to be helpful.”
Jane Powell, CEO, the British Stammering Association, commented on Zag’s work on the Stamma campaign: “Stamma is a massive step for the BSA. The campaign and name is disruptive and bold, demanding attention for the voices of those who stammer. Since the campaign launch, we’ve already seen a huge reaction across our social channels. I’m looking forward to building on this response and using the Stamma branding to help the general public be more understanding to the challenges faced by those who stammer.”
