TDDs for the Hearing-Impaired

Communicating about a communications breakthrough

Background
Calling a friend or relative by phone is a simple task for most of us. But, for those who are deaf, severely hearing-impaired or deaf-blind, it is impossible without the help of a Telecommunications Device for the Deaf (TDD).

In 1988, the Illinois Telecommunications Access Corp., a not-for-profit organization representing the state's 49 telephone companies, launched a two-phase state-mandated telecommunications program that would help Illinois residents communicate via phone.

The first challenge
Phase I of the program included providing every qualified Illinois resident with a free TDD or Telebraille Device. Our client's challenge: Getting the word out to all the residents in the state - from large cities to small rural towns - that this costly, specialized communications equipment was available to them at no charge.

Our solution
Prairie Oak developed a comprehensive communications program that featured a statewide media campaign - including a press briefing in Springfield with Ms. Deaf America presenting the first Illinois TDD and Open Houses for the media at ITAC's regional distribution centers. Prairie Oak also developed collateral materials - from telephone-bill inserts to brochures.

Client results
As a result of our communications efforts, nearly 5,000 TDDs were distributed to Illinois residents in the first two years.

The second challenge
Phase II of the program was the launch in 1990 of Illinois Relay Service, which featured trained operators linking phone calls around the clock between hearing-impaired persons using a TDD and hearing persons using a phone. This new service would open up the lines of communications statewide between deaf and hearing persons.

Our client's challenge: Communicating throughout Illinois that the service was available, and that hearing persons may receive a relay call.

Our solution
Prairie Oak developed a multi-faceted communications program that included a statewide media campaign - with then-Gov. James Thompson making the inaugural phone call at a satellite-linked media briefing. Prairie Oak assisted our client with setting up news conferences throughout Illinois, writing press kit materials, ongoing media relations work, developing brochures and a quarterly newsletter, and conducting informational meetings with staff from Illinois' largest phone companies.

Client results
The media campaign generated print and broadcast media placements in all of Illinois' 102 counties. More than 1 million calls were placed through Illinois Relay Service in the first two years.