Beattie film for RNID to be projected outdoors in Soho

Trevor Beattie, the creative director of BDDP GGT, has created a one-off campaign for the Royal National Institute for the Deaf featuring a film of jokes told in sign language, with subtitles, that will be projected on to a wall in one of the busiest streets in London’s Soho.

Trevor Beattie, the creative director of BDDP GGT, has created a

one-off campaign for the Royal National Institute for the Deaf featuring

a film of jokes told in sign language, with subtitles, that will be

projected on to a wall in one of the busiest streets in London’s

Soho.



Designed to highlight and help break down the communication barriers

between hearing and deaf people, all the jokes featured will start with

the line: ’Have you heard the one about ...?’.



Beattie helped devise the project on a goodwill basis, working with the

RNID, two voluntary organisations - the Artists Network and Pulse - and

the photographer, Gary Salter.



The two voluntary organisations initially approached the RNID with the

idea of using silent jokes, and the RNID’s head of press and PR, Julia

Felthouse, invited Beattie on board. Beattie and Felthouse had

previously collaborated on award-winning work when Felthouse was at the

National Canine Defence League and Beattie at TBWA.



Beattie commented: ’We intend to make some noise for the 8.7 million

deaf and hard of hearing people in this country. We would like everyone

to listen.’



Of the estimated 70,000 people who are profoundly deaf in the UK, 50,000

are British sign language users who were born deaf or became so by the

age of five.



The projection will run continuously every evening for a week, starting

at 6pm on 7 December. The images will be projected from the Soho

Brasserie on to the opposite wall in Old Compton Street. Miniature

finger-spelling postcards will also be distributed around Soho during

the week.