Cadbury Fingers: Getting the nation talking... in BSL

Cadbury Fingers, a chocolate biscuit brand, partnered with deaf influencers in a purpose-driven campaign that highlighted the exclusion of deaf people from everyday conversations.

Summary

'The fear of missing out' or FOMO, is a jokey phrase used so much in conversation it now appears in the Oxford English dictionary. However, for the deaf community, it's no laughing matter.

The frustration of missing out on conversations and human connections for this community is their daily reality.

Cadbury Fingers' new campaign called 'Sign with Fingers Big and Small', in partnership with the National Deaf Children's Society, encouraged the nation to learn some British Sign Language to help include the deaf community in more precious shared moments. Our job was to amplify it through earned media. But...

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