With the development of new technologies and ways of the marketing activities approach it is now easier than ever to reach out to a large number of potential consumers. To succeed in the market it is important to well understand a targeted consumer and customize the way of addressing in a way comprehensible to each segment of the selected group. The topics elaborated in this paper relate to the marketing communication aiming to sensitize the public for the needs of the deaf and persons with hearing impairments. The term of deafness and various subcategories of hearing impairments have been defined later in the text. Due to the role of sign language in the communication of people with hearing impairments it was necessary to emphasize the importance of marketing communication and its objectives. The impact of marketing activities on customers’ behavior has been presented through real life examples which changed the society precisely due to the trends prompted by marketing activities. The development of technology has unquestionably influenced life changes in repetitive daily activities as well as in unique experiences. Since the technology has been widely applied and used in almost every segment of modern society it has consequently made the life of people with hearing impairments much easier. Due to the lack of knowledge and exposure most people adopt a stigmatized opinion about the deaf and persons with hearing impairments which results in various difficulties, i.e. job finding, media representation or peer isolation due to communication difficulties. For these reasons the deaf and persons with hearing impairments can definitely be considered as a vulnerable group, subject to discrimination. A quality way of marketing communication is presented in the case study of the HT successful campaign which tries to reduce the stigma, give a positive approach to the problem, convey an important message and bring about considerable benefits both to the HT as a socially responsible corporation and the society as a whole. By observing this positive example possible directions and ideas for further development of marketing activities with higher purposes have been presented in the concluding part of the paper. The main goal of this paper is to show in more detail the role of marketing communication in sensitizing deaf people and explore a variety of approaches/ practices which include deaf people and by adapting the content transmit a universal message which does not require audio element for processing and understanding.