A year ago, Signature, alongside creative agency Recipe and production company The Sweetshop, launched RE/SIGN, a campaign aimed at tackling a growing problem on social media- fake sign language. At that time, TikTok had become one of the most popular platforms for learning British Sign Language (BSL). A survey we carried out found that 75% of Gen Z trust TikTok for their learning, and with over half a billion viewers across #deaftok, it has created a thriving space for young deaf people and those interested in BSL.
But alongside this positive momentum and high interest in BSL, there was a worrying trend. Sign language that is inaccurate and misrepresents the rich deaf community- so called “fake sign” was spreading quickly. A staggering 89% of people fluent in sign language have experienced fake sign. Ultimately, with these videos gaining traction, millions of users were misled, not only jeopardising their learning journey but undermining the voices of deaf creators.
RE/SIGN is a social-first idea created by full-service agency Recipe. It attempts to redress the balance of authentic BSL on TikTok by out-trending fake sign using the language of young people- dance.
The campaign translated sections of three songs- Hotter Now by Lu Kala, This is Me by Kullah ft Jessy Covets, and Get a Load of Me by Kyla Krush, into BSL with the help of BSL consultant Cherie Gordon. These translations were then transformed into dance TikTok’s choreographed by deaf creators and dancers, Raffie Julien, Chris Fonseca, and Sarah Adedeji.
The TikTok’s were directed by deaf filmmaker Sam Arnold and included step-by-step tutorials breaking down the signs to make them accessible for viewers.
By blending dance with the beauty of the visual language BSL, the campaign encourages people to engage with BSL content which is authentic and exciting.
The idea of RE/SIGN was sparked when a member of the team at Recipe saw a deaf person struggling to communicate in A&E. Hoping to quickly learn some BSL, they utilised TikTok. Unfortunately, this led to an uncovering of a whole plethora of fake sign videos, something which had to be acted upon.
As we reflect on the campaign, we realise it is more relevant than ever. Fake sign still exists, but RE/SIGN showed the power of using social platforms to counter misinformation and build awareness. It reminded us why BSL deserves to be respected and represented accurately.
If you are inspired to learn BSL and want to learn it in a safe environment with the assistance of qualified teachers, make sure to check out our centre finder to locate your nearest Signature approved centre.