Unsilence the Crowd

Sela and Newcastle United gave deaf fans a new way to experience the beautiful game.

Office: United Kingdom

Client: Sela

What if you could feel the roar of the crowd, even if you couldn't hear it?

We will build on this to continue to make football accessible for all.

FIFA

For 12 million adults in the UK with hearing loss, the electric atmosphere of live football is largely inaccessible. Traditional accessibility solutions fall short, leaving many feeling excluded. Sela recognised this disparity and sought to create a truly inclusive experience, where every fan could feel the heartbeat of the game.

The belief that football is an experience to be felt, not just watched, fueled "Unsilence the Crowd". This, combined with Sela's commitment to "Spectacular Experiences" and RNID's mission to empower deaf people, sparked innovation. Research showing 71% of deaf fans believed technology could improve their matchday experience further solidified this vision.

The Sela Sound Shirt, a world-first in sports, uses haptic technology to translate stadium sounds into vibrations. Embedded actuators convert the roar of the crowd and the energy of the game into real-time tactile sensations, allowing deaf and hard-of-hearing fans to feel the match, creating a truly immersive experience.

"Unsilence the Crowd" achieved a staggering 5 billion reach globally, alongside a 520+% surge in traffic to Sela's social media channels. The campaign's impact extends beyond mere numbers, as its innovative technology is now being implemented worldwide. Both La Liga and Serie A have adopted the Sela Sound Shirt, and discussions with other major global rightsholders are currently underway, promising a future where even more fans can feel the thrill of the game.