The ‘Sound of Inclusion’, conceived by Innovation Leo Burnett and brought to life thanks to the support of P&G through its brands Pantene, Always and Old Spice, has received the GOLD Award in the Live Entertainment, Music & Festivals category at the Boussias Sponsorship Awards Greece & Cyprus. The project was the only Gold-winning entry in its category across both Greece and Cyprus.

The initiative was built around a simple yet powerful belief: music can only bring people together when everyone has the opportunity to experience it.

Starting from this insight, Innovation Leo Burnett reimagined the live concert experience by designing accessibility as part of the experience itself rather than as an additional service.

P&G embraced the idea as part of its long-standing commitment to equality, diversity and inclusion, supporting the initiative through Pantene, Always and Old Spice.

The concept was brought to life as part of an event organised by IMH, featuring pop superstar Eleni Foureira, creating Cyprus' first fully accessible pop concert for Deaf and Hard of Hearing audiences.

The concert was designed so that Deaf, Hard of Hearing and hearing audiences could experience the same live event together. Live interpretation in Sign Language was fully integrated into the stage production, becoming part of the artistic performance.

Members of the Deaf and Hard of Hearing community were invited to attend the concert, which was offered free of charge to the public thanks to the support of P&G, Pantene, Always, Old Spice and the other event's sponsoring partners. Upon arrival, guests were welcomed by the event team and escorted to a dedicated viewing area with clear sightlines to both the stage and the large screens, enabling them to follow the live performance and the sign language interpretation simultaneously.

The initiative attracted more than 12,000 attendees, generated over 300 radio mentions, secured more than 200 media placements across digital and traditional media, and achieved 100% positive online sentiment, creating widespread earned media.

Perhaps the most meaningful measure of success came from the audience itself. One attendee shared: "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."

Commenting on the award, Innovation Leo Burnett said:

“At Innovation Leo Burnett, we believe communication only fulfils 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

Innovation Leo Burnett has been operating in communications and advertising since 1988 and is the sole official representative of the Publicis Groupe international network in Cyprus, exclusively representing the Leo Burnett and Starcom brands. The agency offers integrated 360-degree communications solutions spanning creative, strategy, digital, media, and content, combining strategic thinking with modern storytelling capabilities to deliver work that makes a real difference.