Signature are thrilled to announce that in partnership with strategic advertising agency, RCP, we have been nominated at the Campaign BIG Awards for our RE/SIGN campaign. The campaign has been shortlisted in the social category, which celebrates media excellence and best creative social idea.
The Campaign BIG Awards are unlike other awards that focus on results, this shines a spotlight on bold ideas and exceptional executions. It celebrates the innovation and craftsmanship that have left a lasting impact on both the marketing industry and UK audiences.
The RE/SIGN campaign set out to tackle a growing problem on social media- fake sign language. A survey carried out found that 75% of Gen Z trust TikTok for their learning, and with over half a billion viewers of #deaftok, TikTok was used as a place for young people to learn BSL.
Indeed, it was great to see the increasing interest towards BSL, however, there was a worrying trend alongside this. Fake sign was also increasing, with 89% of people fluent in sign language stating that they had experienced it on platforms such as TikTok. RE/SIGN was created to flip the algorithm, to ensure that accurate sign language was being spread. Through teaming up with BSL users, deaf translators, performers, and a director, we brought accurate BSL to life through TikTok dances and step-by-step tutorials.
Ultimately, the campaign was more about the content which was produced, it was about empowering deaf creators and enabling them to reclaim their space- a space which had been lost through the distribution of thousands of fake sign videos. As we reflect on the campaign and look towards celebrating the success of it, we realise the power of social media to noy only spread awareness, but to drive real change.
The campaign proved one very important point, that is, to shift culture online, you have to speak the language.
Check out who RCP and Signature are up against in the Social category.