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
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
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