410,000 Canadians stutter. But not all who stutter, stutter the same. In Canada, stuttering remains a largely misunderstood speech condition. As a result, the stuttering community, and their experiences, are often ignored.

The Canadian Stuttering Association (CSA), was struggling to raise awareness of its website, which offered resources and tools for Canadians who stutter.

This work directly addressed an awareness gap: while 410,000 Canadians stutter, many within the community remain unaware of available support resources, and the broader public lacks understanding of stuttering as a speech condition.

So on International Stuttering Awareness Day, the Canadian Stuttering Association launched stutter.ca, and 410,000 other unique URLs, each reflecting the way one of the 410,000 Canadians who stutter might pronounce "stutter.ca."

To do this, we captured real speech patterns from members of the Canadian stuttering community and trained an AI model to generate 410,000 URLs that reflected their vocal variations. All the URLs led to a single home page offering resources and support for the Canadian stuttering community.

We then created a visual system that authentically represented how people stutter and drove awareness of stuttering as a speech condition. We developed a typographic system inspired by three common stutters: prolonged sounds (blue poster), repetition (red poster), and pausing (green poster). Our typeface balanced legibility with intentional imperfections, like sharp cut-offs and asymmetrical letters, to mimic speech irregularities.

192% increase in web traffic 4,594,226 impressions 9.5% increase in donations Website visits from over 172 countries The campaign's impact across Canada was significant, bringing unprecedented visibility to stuttering and challenging societal perceptions about speech differences. Speech therapists, psychologists, and teachers nationwide adopted the campaign as an educational tool to promote empathy and empower people who stutter. Feedback and love from the stuttering community highlighted how the campaign made them feel seen and understood, often for the first time. Ultimately, the campaign provided authentic representation for those who stutter, while creating empathy in those who don't.