Among the plethora of consumer groups targeted by advertising, one group has been largely ignored: the deaf, Ad Age reports.
Yet it's a community of more than 30 million people in the United States and about 360 million worldwide.
Now an Austin, Texas-based agency called CSD Creative is trying to change that.
Its team of nine full-time staffers, with a new employee joining soon, is all deaf, according to Bryce Chapman, CSD's creative director.
Chapman says the agency is also open to hiring people who are hearing but attuned to the deaf community, such as those with deaf parents.
"The most important things we look for, along with job qualifications, are cultural respect and fluency in sign language," he adds. "Keep in mind that one of our overarching focuses is reducing the unemployment/underemployment rates among deaf people, which is currently at 70 percent."
CSD Creative is dedicated to helping brands reach deaf people in the right way. "More times than not, companies will try to target the deaf community and think it will work if they simply have someone on staff who knows a bit of sign language, or has a deaf relative," says Chapman. "It's not that simple."
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