Microsoft
BSL BILLBOARD
OOH / Web
Over 150,000 people in the UK use British Sign Language (BSL) as their preferred language.
BSL has a very different structure, grammar, syntax and vocab to English, but most businesses assume Deaf people understand written English like a first language. So they produce written content and think that’s good enough for the Deaf community. It isn’t.
Creating a world-first in accessibility
Microsoft are leaders in accessibility, so we partnered with the Royal Association for Deaf People and Signly, a ground-breaking Sign Language as a Service (SLaaS) technology, to give BSL users equal access to digital content on Microsoft’s site. They just needed to click on any written content to see it signed immediately on screen.
We deployed the same technology to create the world’s first Digital Out of Home ad to incorporate BSL. Using an in-vision translator, we brought Microsoft’s message to all UK businesses: the more inclusive you are, the more innovative you can be.
We also gave businesses the resources and tools to help build more diverse, hybrid workplaces. Create more equitable processes. Adopt more inclusive hiring practices. And benefit from access to a wealth of under-represented, innovative talent.
Results
The campaign introduced a substantial new audience to BSL and the needs of the Deaf community, whilst also showing businesses the benefits of creating a more inclusive workplace.
-
26 million people reached
-
115k+ organic views on LinkedIn
-
100% positive sentiment across social
Awards
Bronze
Outdoor Media Awards / National Social Impact
Other work
