As a charity dedicated to making art more accessible to the deaf community, Stagetext wanted to know how people in the UK feel about subtitles, and whether they would support their bid to make them more available in live shows, like musicals and plays. The project aimed to raise visibility of Captioning Awareness Week.
No research around the subject existed yet, so Stagetext aimed to use the exclusivity of the data to support their thought leadership efforts.
Stagetext wanted to know how people in the UK feel about subtitles
We collected the opinions of 2003 people in the UK
After a brief stage of questionnaire advice, we put a quantitative survey in field, collecting the opinions of 2003 people in the UK, spanning every range and gender. The data took five working days to collect, and at the end it yielded some very interesting findings for Stagetext, including the fact that the younger generations – deaf or otherwise – make ample use of subtitles and would welcome them at live events too.
The news of the research was covered by top tier new outlets
The data provided Stagetext with a new, exclusive point of view, which they used to fuel a successful thought leadership campaign. The news of the research was covered by top tier new outlets, like the BBC, The Times, The Huffington Post and The Guardian. It was even mentioned in overseas papers, Il Corriere della Sera in Italy, just to name one.
Stagetext also had the chance to talk about the findings in an interview at London Live.
The stats will still being publicly quoted on national and international news one year later, exceeding the camping metrics. This was compounded by public support from the likes of Donmar Warehouse, British Museum, the Barbican, the Royal Shakespeare Company, and Royal Exchange Manchester.
“The fact that the data was so unique really helped them get the coverage”Ian Morton from Campaign Collective, the communication agency supporting Stagetext