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Cadbury: Learn to ‘Sign with Fingers Big and Small’.

360-marketing campaign that encourages the UK to learn British Sign Language.

Two people talking in a kitchen. A mum on the left, a teenage girl on the right. Words on the image say Feel like you've missed bits? Let's help more people feel included.

August 2022: Cadbury Fingers partners with the National Deaf Children’s Society to help more people come together in a campaign that encourages the nation to learn some British Sign Language – a language in which hands and fingers play a crucial role, to help include the deaf community in more precious shared moments. Working with a team of deaf specialists, including a deaf writer, consultant and deaf co-creation panel to inform the entire creative approach and the new film which features a deaf British Sign Language user.

The set up of the scene was influenced by ‘Dinner Table Syndrome’ – a phenomenon where deaf people are inadvertently left out of shared everyday conversations, whether by a word they can’t quite lip-read or a joke they’re cut off from. The film brings this to the fore, in a way that makes hearing people stop and think for the first time.

The integrated campaign was created by agency of record VCCP London. 

Watch the TV ad on YouTube and VIMEO.