Raising awareness of childhood hearing loss through trusted storytelling

Challenge

An estimated 34 million children worldwide live with moderate, severe or profound hearing loss. Yet stories that reflect their experiences remain rare in children's entertainment.

When Peppa Pig introduced George's hearing loss storyline, Hasbro saw an opportunity to change that. The challenge was creating a campaign that would resonate with families affected by hearing loss while making childhood deafness visible enough to spark a wider national conversation.

All while staying true to the warmth, humour and optimism at the heart of Peppa Pig.

Activation

We built the campaign in two phases. First, we brought George's hearing journey beyond the screen through expert voices, parent perspectives and research-led storytelling. Working alongside the National Deaf Children's Society, we partnered with deaf rugby player and broadcaster Jodie Ounsley, secured a Good Morning Britain sofa interview and created educational resources for families.

Then Daddy Pig stepped into the real world. To raise money for NDCS, he took on the London Marathon with Joe Wicks as his trainer. BBC Sport, national broadcasters and social platforms followed the journey from training day to race day, turning a children's storyline into a national talking point.

Impact

Daddy Pig's marathon challenge became one of the most talked-about entertainment moments of London Marathon weekend. The campaign raised £57,000 for the National Deaf Children's Society and drove a 280% increase in Google searches for the charity.

By pairing storytelling with cultural relevance, the campaign demonstrated that when children's entertainment tackles real-world issues, it can drive conversations that last far beyond the finish line.