The Polish Association of the Deaf and Group One launch UNMUTE Agency

Serviceplan Group

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The Polish Association of the Deaf and the marketing and technology group, Group One (part of Serviceplan Group), have launched UNMUTE, a unique initiative in the marketing communications industry and a pioneering joint venture between business and an NGO.

The experienced marketing and technology team at Group One, in collaboration with the Polish Association of the Deaf (PZG), have formed a company that specializes in inclusivity in business. This company will support businesses, brands, and other commercial entities, as well as the community of people with disabilities, in effectively addressing all aspects of exclusion faced by people with disabilities.

The establishment of UNMUTE Agency represents the next step in the long-term partnership between the Polish Association of the Deaf and Group One, which has been ongoing since 2016. During this time, Change Serviceplan, a part of Group One, and PZG jointly executed three significant social campaigns addressing the issue of exclusion of deaf individuals from social and cultural life. One of these initiatives involved the formation of a group of five deaf artists who also perform under the name UNMUTE. As a result of these efforts, the UNMUTE group qualified for the preselection round of the Eurovision Song Contest in 2022.

Krzysztof Kotyniewicz, President of the Polish Association of the Deaf comments: "Group One is an expert in the business and marketing communication sector. Our association has been working for years to level the playing field for Deaf individuals and those with other disabilities, collaborating with various organizations dedicated to the well-being of people with disabilities. Joining forces presents a fantastic opportunity for us to transfers our knowledge and experience into tangible actions for creating a society that is aware of the challenges faced by people with disabilities. What setsUNMUTE apart is that it is not just a social initiative; we will not only educate and ensure accessibility but also create opportunities for people with disabilities to participate in business. This innovative and multifaceted business and social concept is a direct result of the tremendous success of our previous joint project, which involved the creation of a group of deaf performers in collaboration with Change Serviceplan, who managed to qualify for the final stage of the Polish Eurovision selection process."

UNMUTE – Engagement, Accessibility, Education

Monika Rosłoniec, General Manager of UNMUTE explains: “UNMUTE Agency was born out of the need for long-term initiatives aimed at people with disabilities. Our focus is on achieving a societal goal, while utilizing market principles. The idea is simple: on one hand, we engage businesses and organizations in projects that embrace inclusivity, and on the other hand, we involve individuals with disabilities in the execution of these projects. We understand that our clients recognize the necessity of creating a just and accessible business world and appreciate the authentic and unique perspective offered by working with people with disabilities.”

The agency will concentrate on inclusive actions for people with disabilities, such as removing communication barriers, simplifying the purchasing process, engaging in business projects, and promoting the philosophy and best practices of inclusivity.

Marek Żołędziowski, CEO of Group One says: "The business development at Group One aligns seamlessly with our sustainable development strategy. In our ESG approach, all three aspects are of utmost importance to us, not merely for the sake of future reporting obligations, but because of the tangible changes we are spearheading within the marketing communications industry. We diligently focus on more than just
the 'E' - the environment. We also emphasize the 'S' - the social aspect, extending to our relationships with employees, clients, and our broader corporate ecosystem. We innovate solutions that empower our partners to establish their competitive edge. Our latest venture, UNMUTE, exemplifies our commitment to action. It stands as an innovative market initiative bridging the gap between business and NGOs. On one hand, it enables our clients to craft accessible communication and champion inclusivity in their endeavors. On the other, it integrates individuals with disabilities into our realm of marketing and advertising. Our most substantial contribution to the ESG landscape lies in the influence we exert on consumer mindsets and the values we shape. This, inessence, is our greatest strength.”

The three key pillars of the agency's activities include:

● Engagement in business projects through a talent agency that includes people with disabilities, such as actors, models, and, in the future, photographers, operators, designers, and other creative professionals. People with disabilities will also be involved in business projects as experts and subcontractors.

● Ensuring accessibility through features such as subtitles, audio descriptions, translations into Polish Sign Language, and specialized content production. The agency will also be responsible for accessibility audits and implementations in businesses.

● Education in the field of inclusivity, including training for companies, online courses, research, and social campaigns that promote the development of awareness and inclusive practices. UNMUTE will help eliminate barriers that hinder people with disabilities from participating in social life.

UNMUTE and Legislation

Starting from June 2025, private companies in Europe will be required to comply with the European Accessibility Act, a directive from the European Union aimed at improving the accessibility of products and services for people with disabilities. UNMUTE's goal is to establish communication best practices today, where accessibility becomes a business standard.

The European Accessibility Act (EAA) is the first comprehensive regulation concerning accessibility in EU law, covering private sector entities throughout the supply chain, from manufacturers and distributors to importers and service providers.

Krzysztof Kotyniewicz, President of the Polish Association of the Deaf says: “As Polish Association of the Deaf, we observe that changes in terms of accessibility for people with disabilities and their representation are not occurring rapidly enough. This is not just about meeting bureaucratic requirements but recognizing the needs of these individuals. They should have the opportunity to fully utilize television, the internet, and
all available technology. Moreover, they should also be taken into account by companies creating advertising and media communication. After all, advertising surrounds us everywhere, shaping today's mainstream and influencing trends. The inclusion of people with disabilities in this area can help familiarize society with the participation of individuals with disabilities in social life. In our joint effort, we see two critical aspects: the representation of people with disabilities in mainstream communication and the creation of content accessible to all. This is our mission, and together with Group One, we believe we can achieve it!”

UNMUTE dla BLIKA

UNMUTE's first client is BLIK. In collaboration with Change Serviceplan (also a part of Group One), the agency has produced five short films in which Tomasz Kot humorously reminds people to return borrowed money. The "Reprimands" include five songs sung by the actor in various musical styles: disco polo, rock, opera, rap, and techno. In the Techno version, Tomasz Kot performs the song lyrics in Polish Sign Language. BLIK wants to emphasize the need for marketing content to be accessible to everyone. All materials produced are available with subtitles, audio descriptions, and translations into Polish Sign Language.

Monika Rosłoniec, General Manager of UNMUTE adds: “We aim to convince our clients that embracing inclusivity is beneficial for them and their businesses. It is also an excellent opportunity to expand their audience and increase engagement among individuals who value brands' actions in this area. Furthermore, an inclusive approach allows organizations to build a socially engaged image.”