Road signs will look different this week following a new integrated
campaign for the British Deaf Association from Saatchi & Saatchi.
Signs will feature stickers showing British Sign Language, and
postcards, posters and direct mail will all aim to raise awareness of,
and support for, signing in the UK.
The four-sheet executions feature people whose hands starkly contrast
with their story. One uses builder's hands and the strapline: "These
hands have said beautiful things." Others feature the hands of an
elderly lady, a young man and a young woman, straplined: "Your hands can
say so much."
Postcards will be available in bars and feature straplines such as "your
place or mine" and "fancy a drink". The direct mail pack includes a
reference poster for BSL and a postcard with which to lobby the
Government to recognise the language.
The campaign was created by Saatchis' integrated creative director,
Chris Arnold, the copywriter Robin England and the art director Jim
Wortley.
Media buying and planning is handled by the BDA.
The BDA's communications manager, Jo Barber, said: "BSL is used by many
deaf people and is more widely used than Welsh. About 70,000 people use
it in the UK."
