ITV’s Code of Silence
True inclusion isn't just about walking the talk - sometimes it's about not talking at all.
When ITV created the world's first completely silent ad break, we didn't just celebrate deaf representation; we fundamentally shifted how 4.7m viewers watch TV, giving them an experience that 87,000 deaf British Sign Language users have every day.
A little background
Code of Silence marked a seismic shift in TV representation. Starring Strictly winner Rose Ayling-Ellis as a deaf woman whose lip-reading skills power a police investigation, with authentic storytelling and groundbreaking visuals that captured how deaf people ‘see’ conversation.
What set it apart was how it was made: with deaf, disabled and neurodiverse talent at every level - not just on screen, but behind the scenes too. ITV recognised it as a watershed moment, one that called for equally progressive action in our commercial strategy.
Our insight
Everyone talks about 'walking in someone else's shoes', but how often do we actually experience the world through their eyes and ears?
We saw that, for just a few minutes, we could give millions of hearing viewers a real taste of what it’s like to watch television as a deaf person - turning empathy from concept into reality.
The big idea
We would transform commercial airtime into an immersive experience: create the world's first completely silent ad break during a network drama, making accessibility the hero rather than an afterthought, and proving that inclusive advertising can be mainstream advertising.
Making it happen
This wasn’t inclusion as an add-on - it was built in from the start. We shaped our strategy around deaf expertise and authentic representation.
Deaf-led development: Our in-house BSL studio, Signpost Productions, didn’t just advise – they co-created. Alongside ITV Able, they ensured every decision prioritised authenticity over tokenism.
Inclusive brand partnerships: Getting Boots, IKEA, Cupra and Hellmann’s involved meant reframing accessibility as opportunity. Each brand worked with our team to adapt existing assets using visual storytelling, BSL and dynamic captions – adding impact, not losing it.
Creative accessibility: No one-size-fits-all. Allwyn used captions with intention, others wove BSL into their visuals. Every execution proved accessible design can be bold and original.
Mainstream, not niche: These weren’t ‘special’ campaigns. They were accessible versions of existing work – proving inclusion works commercially without diluting creative.
Community at the heart: Deaf advocates guided us throughout, keeping lived experience front and centre.
The final film ran just 3 minutes 20 - a glimpse of daily reality for deaf viewers, but enough to spark lasting empathy and understanding.
The results
The impact was immediate. Beyond 3.6m live viewers, the Silent Ad Break reached 1.1m more on social, with #codeofsilence trending nationally – showing that authentic inclusion drives real cultural conversation.
The response said it all:
“Awesome ad break on @itv during #codeofsilence - every ad in silence with subtitles”
summed up how viewers saw it as a revelation, not a limitation.
The press agreed,The Sun called it
“genius,”
The Metro
“superb.”
Accessibility-first creative was recognised as simply great creative.
Most powerfully, it broke systemic barriers. Kantar and BARB had to invent new ways to measure silent ads - leaving behind a legacy of new tools that will support accessible advertising for good.
Quote
“ITV didn’t just host the campaign, it lived it. From inclusive programming to responsible content governance, the broadcaster has been taking steps to ensure that its own media platforms reflect the same values it invites advertisers to support. It was a demonstration of leadership, authenticity, and the power of aligning operations with purpose." - Legacy Media
Inclusive Media Strategy
