Instagram mockups of I Can Choose campaign posts, using colour-filtered photography and bold typography to share stories of choice and empowerment across digital platforms.

CNIB Deafblind Community Services

I Can Choose
Awareness Campaign & Microsite Design

Challenges

CNIB Deafblind Community Services (DBCS) offers a variety of services that allow members of the Deafblind community to better engage with the world around them. This year, they wanted to highlight the programs and people that makeup DBCS. We knew heading into this project that we needed to reach a wide audience and get the word out about DBCS services. Knowing that much of the Deafblind community didn’t know that services of this nature were available to them, we needed to create a campaign that reached a wide audience. It was important that we created a campaign that got the attention of both those inside and outside the Deafblind community so that these crucial services could gain some notoriety, and could be considered for support.

Insights

After interviewing DBCS clients, engaging stakeholders, and reviewing publications, we knew that highlighting stories of the deafblind community would be integral to reaching a wider audience. We reviewed how DBCS improved the lives of its clients and were blown away at the difference their services made. DBCS allowed their clients the ability to live with more autonomy; to choose when and how they interacted with their world.  With this in mind, along with firsthand stories and testimonials, we created a campaign around this idea of choice. ‘I Can Choose’ became not only the campaign title, but also its promise: CNIB Deafblind Community Services would increase access, independence, and choice for those in the Deafblind community. 

Solutions

Our design is bright, optimistic, and focuses on DBCS clients. Those who are able to use DBCS services are the focus. Their stories are what makes this campaign—instead of focusing on the services provided by DBCS, we wanted to ensure that our audience knew exactly how beneficial these services were by getting to engage with clients themselves. Coupled with a focused media campaign, we designed social media and web designs with the aim of reaching the widest possible audience. We also highlighted those who work with DBCS with a staff recognition piece to highlight just how important their work is.

Campaign playbook spread for I Can Choose, showcasing brand colours, typography, and key messaging strategies — designed to celebrate independence and amplify voices within the Deafblind community.
Website banner for CNIB Deafblind Community Services featuring Penny and her intervener, overlaid with the bold campaign message “Penny Can Choose” — a visual statement of autonomy and dignity.
Circular campaign button with the message “I Can Choose” in bold yellow and green, designed as a tactile and wearable expression of Deafblind pride and awareness.
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