Cadbury Fingers is launching a new integrated campaign encouraging people across the nation to learn some British Sign Language (BSL).
The latest chapter of its ‘For Fingers Big and Small’ campaign series, ‘Sign with Fingers Big and Small’ was created in partnership with the National Deaf Children’s Society.
Cadbury Fingers worked with a team of deaf specialists including Rebecca A Withey, a deaf writer and consultant, and a co-creation panel made up of people from across the deaf community to inform the entire creative approach. The new campaign aims to ensure that deaf people do not miss out on moments in the future, and celebrates the role of fingers in helping more people come together and be a part of everyday interactions.
Alongside a film which plays out on VOD, CTV and YouTube, the campaign features little lessons in BSL to help people start to learn everyday sayings in BSL 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 in DOOH, 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 AV, 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.
Susanne Nowak, senior brand manager at Cadbury Biscuits, said: “Cadbury Fingers are the much-loved chocolate biscuits made for sharing and we’re on a mission to ensure no one misses out on those everyday shared moments like enjoying a cuppa and an afternoon biscuit with friends and family. The new campaign encourages the nation to learn some British Sign Language - a language in which hands and fingers play a crucial role. The launch of the new campaign presents a big opportunity for retailers, who should stock Cadbury Fingers for all to consume and share.”
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