Italian National Deaf Association: The sign dance

Omnicom, a US media, marketing and corporate communications holding company, increased reach and media coverage for The Italian Deaf Association by partnering with influencers to create TikTok challenges.


The campaign goal is to spread the knowledge of Italian Sign Language among as many people as possible. To do so, we made a niche topic pop, using the trend of TikTok choreographies and matching ISL with the most famous Italian songs. To boost a non-profit activity - with a media budget of 0$! - the role of PR has been fundamental. Thanks to the authors of the chosen songs - who, driven by the project's importance, shared the content - and to the spontaneous participation of influencers and media, The Sign Dance has become an internet sensation in...

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