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.