THE CHALLENGE
Our mission was to spread the word about the ‘Sign with Fingers Big and Small’ campaign, connect the hearing and deaf communities, and promote learning British Sign Language (BSL) for better inclusion. We wanted to create engaging content that brought everyone together and showed Cadbury Fingers’ commitment to making a positive impact.
THE STRATEGY
Our strategy was informed by research from The National Deaf Children’s Society, which revealed that many hearing individuals feel unsure when communicating with deaf people. It also noted that 55% of deaf individuals feel left out of sports like football. By combining these insights, we aimed to bridge the gap by incorporating BSL into the world of football, promoting greater inclusivity and understanding.
THE CREATIVE
Our emotive content showcased Chelsea’s anthem ‘Blue is the Colour’ being performed in BSL during halftime of the West London Derby for the very first time. The performance included Chelsea players, deaf choirs Unify and Hands 4 Voices, and singer James Vickery, and it earned a standing ovation from 40,000 fans!
THE RESULTS
– Encouraged 50% of Brits to consider learning BSL and 46% to feel more confident communicating with deaf individuals.
– Generated extensive media coverage with over 3 million organic views, reaching 135.3 million people through Chelsea FC’s social media.
– Fostered a call for better inclusivity, with 64% of Brits supporting this need.
– Led Chelsea FC to commit to BSL training for staff, regular BSL stadium tours, and increased deaf awareness among employees.
