TIN MAN GETS THE NATION TALKING, AND THIS TIME IT’S IN BRITISH SIGN LANGUAGE (BSL)

Tin Man gets the nation talking, and this time it’s in British Sign Language (BSL).

Working with Cadbury Fingers and National Deaf Children’s Society (NDCS), Sign with Fingers Big and Small encourages the nation to learn a little BSL - a language in which hands and fingers play a crucial role – with the aim of increasing the number of opportunities for deaf and hearing people to come together.

To better understand the experiences of deaf people and show what it’s like to miss out, the multi-layered campaign launched with a social stunt which saw Love Island finalist Tasha Ghouri, who was born deaf and is a native BSL user, and Giovanni Pernice, Strictly partner of deaf contestant Rose Ailing-Ellis, use their powerful social media platforms (with a combined following of 2.1M) to reveal juicy gossip in BSL - with no subtitles or explanation for 24 hours.

An influencer programme featuring supporting social media talent also revealing ‘new news’ on their channels in BSL was designed to run alongside and further reinforce the FOMO.

It comes as our research finds 4 in 10 deaf people feel left out of everyday conversations – part of the ‘Dinner Table Syndrome’ phenomenon, which 76 per cent of those polled had not yet heard of until this campaign. 

To learn a little BSL, visit the Cadbury Fingers Hub at signwithfingers.cadbury.co.uk.