When you’re deaf, you often feel left out of conversations, leading to isolation and exclusion.
Research shows that 27% of Brits don’t know how to approach or speak to someone who is deaf, leaving up to 50% of deaf individuals feeling isolated.
The Cadbury Fingers’ Sign with Fingers campaign aimed to tackle this issue by raising awareness and breaking down barriers between hearing and deaf people to create more shared moments of connection.
By leveraging its football partnerships, Cadbury aimed to amplify the campaign, raise awareness, and promote inclusivity through British Sign Language (BSL).
Cadbury partnered with Chelsea, Arsenal, and Tottenham to incorporate BSL into renewal announcements, turning routine updates into meaningful moments. Chelsea featured a stadium-wide BSL performance and staff training, Arsenal partnered Ian Wright with deaf supporters, and Spurs showcased a short film highlighting a BSL steward at their accessible stadium.
These partnerships reached millions through engaging content and drove long-term initiatives like BSL stadium tours and training programs. Results included 8 million impressions for Chelsea, 1.5 million for Arsenal, and over 700,000 for Spurs, generating significant positive sentiment and fan engagement. Ultimately, the campaign connected the deaf and hearing communities, proving the power of sport to drive social change.
