**‘Sound of Inclusion’: Innovation Leo Burnett, P&G Earn Gold at Boussias Sponsorship Awards**
The “Sound of Inclusion” initiative, developed by Innovation Leo Burnett in collaboration with Procter & Gamble (P&G) through its brands Pantene, Always, and Old Spice, has achieved significant recognition by winning the GOLD Award in the Live Entertainment, Music & Festivals category at the Boussias Sponsorship Awards for Greece and Cyprus. Notably, this project was the sole Gold-winning entry in its category across both nations.
The initiative was grounded in the belief that music has the potential to unite individuals, provided that everyone has the opportunity to experience it. With this insight, Innovation Leo Burnett transformed the traditional live concert format by incorporating accessibility into the core design rather than treating it as an ancillary service. This approach aligns with P&G’s ongoing commitment to promoting equality, diversity, and inclusion.
The concept was brought to life during an event organized by IMH, featuring pop sensation Eleni Foureira. This event marked a milestone as Cyprus' first fully accessible pop concert tailored for Deaf and Hard of Hearing audiences. The concert was designed to ensure that Deaf, Hard of Hearing, and hearing attendees could enjoy the same live performance together. A key feature of the event was the integration of live Sign Language interpretation into the stage production, making it an intrinsic part of the artistic experience.
To facilitate participation, members of the Deaf and Hard of Hearing community were invited to attend the concert free of charge, thanks to the support of P&G and other sponsoring partners. Upon arrival, attendees were greeted by the event team and guided to a designated viewing area that offered unobstructed views of both the stage and large screens. This setup allowed them to follow the live performance and the sign language interpretation simultaneously.
The initiative garnered significant attention, attracting over 12,000 attendees and generating more than 300 radio mentions, alongside over 200 media placements across both digital and traditional platforms. It achieved an impressive 100% positive sentiment online, resulting in extensive earned media coverage.
The impact of the concert was poignantly expressed by attendees, with one participant sharing, “It was the first time I had ever seen my 77-year-old father so happy, knowing he would finally be able to experience a live concert. My father was born deaf. Thank you for this.”
In response to the award, Innovation Leo Burnett emphasized the importance of creating communication that has a meaningful and positive impact on people's lives. They stated, “At Innovation Leo Burnett, we believe communication only fulfills its purpose when it creates a real and positive impact on people’s lives. ‘The Sound of Inclusion’ is a reflection of that belief in action. Seeing more than 12,000 people share that experience together, and hearing what it meant to those who had never been able to attend a concert before, is the kind of outcome that reminds us why we do this work.”
Innovation Leo Burnett has been a key player in the communications and advertising sector since 1988, serving as the sole official representative of the Publicis Groupe international network in Cyprus. The agency specializes in providing integrated 360-degree communications solutions that encompass creative strategy, digital media, and content. Their focus on combining strategic thinking with modern storytelling capabilities aims to deliver impactful work that makes a tangible difference in the community.
The success of “The Sound of Inclusion” not only highlights the importance of accessibility in live events but also underscores the potential for corporate partnerships to foster inclusivity and enhance community engagement.