Unsilence the Crowd

Client: Sela

Sela, the Royal National Institute for Deaf People (RNID), and Newcastle United joined forces for "Unsilence The Crowd" — a revolutionary campaign making football more accessible for deaf fans. This world-first, integrated haptic technology into NUFC shirts, translating the live stadium atmosphere into real-time touch vibrations.

Debuting to a global audience of millions, the campaign garnered widespread acclaim, with many calling it a "game-changer" for accessibility in football. Generating coverage in 771 media outlets across 37 countries, the campaign reached over 5 billion people. "Unsilence The Crowd" amplified Sela and RNID's commitment to inclusivity, showcasing their innovative capabilities and solidifying their positive reputation within the global football community.

This innovative technology has since been adopted for the Spanish and Italian Super Cups, with ongoing talks to expand its use in top football leagues across Europe and the USA, boosting Sela’s reputation for inclusivity and innovation.