This stuttering organization made 410,000 URLs for its website, for all the ways a stutterer might say it

The Canadian Stuttering Association is addressing misconceptions about stuttering—in particular, the idea that all people who stutter, stutter the same way—with a tech-forward campaign that involved creating 410,000 unique URLs driving to Stutter.ca, a tribute to the 410,000 Canadians who stutter. The URLs use subdomains to showcase different ways people stutter, such as by repetition (s-s-s-stutter.stutter.ca), prolongation (sssstutter.stutter.ca) and blocks (st---tu---tu---tter.stutter.ca). The campaign, by John St., emphasizes the uniqueness of these voices and the support provided by CSA. The campaign launched Oct. 22, which is International Stuttering Day, and includes OOH posters. Krystle Mullin, chief creative officer at John St., told Ad Age that it was an interesting process to generate all 410,000 URLs. First, the agency asked members of the Canadian Stuttering Association, and other people who stutter, to simply say the website URL “stutter.ca” out loud. The agency captured the phenetic pronunciations and turned them into URLs. To scale it, they created a set of parameters and examples that visualized each of the elements of stuttered speech, including prolonged sounds, repetition and pausing. Next, they had an AI program write a python script. “With a few edits to the script and a pass-through for duplicate URLs using Excel, we generated our list of 410,000 unique versions of stutter.ca,” said Mullin. “This approach not only highlighted the power of personalization, but also showcased how data and technology can amplify inclusivity,” she added.  */ /*--> */ /*--> */ More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

This stuttering organization made 410,000 URLs for its website, for all the ways a stutterer might say it

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