Cadbury Fingers has partnered with National Deaf Children’s Society to launch a new integrated marketing campaign urging the nation to learn British Sign Language (BSL).
‘Sign with Fingers Big and Small’ aims to ensure that deaf people do not miss out on moments in the future. Spearheaded by a film on video-on-demand, connected TV and YouTube, the campaign also features lessons with sayings such as ‘Fancy a cuppa?’ or ‘Having a good day?’ to help kickstart people’s BSL learning journey.
Illustrated animations of these phrases will feature on digital billboards, on YouTube and in social activity on Facebook, Instagram and Twitter. These illustrated phrases direct to BSL lessons, taught by the lead actor in the film, on the ‘Sign with Fingers Hub’, which also includes links to additional resources and learning, provides deaf awareness and inclusion advice, and discusses the various other communications methods deaf people use beyond BSL.
“The new campaign encourages the nation to learn some British Sign Language – a language in which hands and fingers play a crucial role,” Susanne Nowak, Senior Brand Manager for Cadbury Biscuits said. “The launch of the new campaign presents a big opportunity for retailers, who should stock Cadbury Fingers for all to consume and share.”
Brand owner Mondelez urged retailers to stock up on Cadbury Fingers to ensure they are prepared for the buzz it expects to be generated from the campaign, which includes out-of-home, digital, social, influencer and partnership activities.
