ISLAMABAD, PK -- Coke Studio, which has previously brought music from far-flung areas into the recording studio, has now come up with a beautiful initiative in Pakistan, that will enable the hearing-impaired to enjoy music.
Coke Studio for the Deaf, as the new initiative is called, has innovated with light and vibrations to make the experience accessible to those who cannot hear.
9 million people in Pakistan have some sort of hearing impairment. They can experience the rhythm of music through touch and sight, and we believe music is a feeling everyone should experience.
Speaking about the initiative, Ibrahim Khan, Coca-Cola brand manager, says, “Coke Studio reaches millions around the world, but not the nine million people hearing-impaired people in Pakistan. We wanted to bring a small change in that regard.”
The programme has been established in partnership with Deaf Reach Foundation.
A report in The The New Indian Express quotes Deaf Reach founder Richard Geary as saying, “Working together with Coke Studio has been a really amazing experience. Not just because we got to see the experience the young people enjoyed, but to create awareness in the country and internationally about the need to provide more opportunities for the Deaf community.”
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