Sign language stars in Saatchis' ads for UK Deaf Association

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."



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