The British Stammering Association: Stamma by Zag

Independent growth consultancy Zag have transformed the British Stammering Association (BSA) into a bold brand worthy of the diverse community it represents with a striking new campaign, 'Stamma'.

The BSA challenged Zag with improving society’s understanding and awareness of stammering. Zag’s refreshing approach does not intend to disguise stammering, but instead it creates a clear, direct and impactful way for the organisation to communicate to its members and the wider public in modern society.

Zag sought to clarify and rectify common misconceptions around stammering, encouraging those who stammer to share their experiences and for the general public to understand more about the condition. And encourage those who stammer, their families and friends, to strive to discover and understand more.

In order to put this ambition into action, Zag drew on the BSA’s position as the UK’s largest charity for stammering, giving their messaging greater impact. The first step for this came with a new name. Zag proposed Stamma as a trading name for the BSA to match the ambition of the association to reach people who stammer earlier in their lives and offer direct support to those beginning their careers.