Press release -
BRAND RECOGNITION FOR STAMMA AT AN ALL-TIME HIGH
An omnibus poll conducted by YouGov on 25th January 2024 showed that brand recognition for STAMMA, the British Stammering Association, stands at a record 19%. This has risen dramatically since 2018, when only 2% were able to identify them as a charity for people who stammer.
From a choice of 10 options, 4,406 UK adults were asked to identify what the STAMMA brand represents. Options included an energy pill; a clothing brand; a charity for people with back problems; a fitness magazine; a charity for people who stammer; a running club; a 90s band ad; a national farmers club, ‘other’ and ‘don’t know’.
Jane Powell, the CEO of STAMMA, said:
“We are hugely grateful to the creative agency VML (previously VMLY&R), whose campaigns have been consistently memorable, as well as JCDecaux UK and Pearl & Dean, whose advertising reach has been phenomenal, for helping us grow awareness of our brand and of STAMMA.”
Of those polled this January, 3% said that they stammer. This was described as ‘when someone knows what they want to say but struggles to physically get words out, repeats or prolongs sounds or words, or gets stuck without any sound. Sometimes this includes putting in extra sounds or words. This is different from the problems most people will commonly experience, such as occasional hesitation or stumbling around words’.
STAMMA report that people who stammer face daily barriers and discrimination, from battling with telephone voice recognition systems to not being given extra time in school oral exams. As their voices are so rarely heard in the media, children and adults who stammer can face public responses ranging from being made fun of or assumed to be nervous or lacking intelligence, to being ignored, hung up on or even bullied.
In their 2018 YouGov poll of 2,012 GB adults, 2% had heard of the British Stammering Association. In 2019, when the charity rebranded as STAMMA, this rose to 4% (with 1% recognition of STAMMA). In 2021, 10% of 6,302 UK adults identified STAMMA from the 9 options given. This dropped to 8% in 2022 from a poll of 2,111 UK adults.
Editor notes:
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 4406 adults. Fieldwork was undertaken between 24th - 26th January 2024. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).
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Our Purpose
We exist to create a world that makes space for stammering. Where it's embraced as just a difference. Where no-one judges your stammer or the way you choose to deal with it. We’ll get there by bringing people together, whether they stammer or not, to propel a movement for change.
We will stand up for and embolden those who stammer, provide support and information, and challenge discrimination wherever we find it. We’ll fight for NHS speech and language therapy services for those want it. No matter how you talk, we're here for you.
Join us and help the public understand that stammering is not a sign of being drunk, dishonest, nervous or weak. It’s simply how some of us talk.
