The Drum Awards for Marketing - Extended Deadline

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Agency: Good
Client: Sense
Date: Aug 2020
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Over 50,000 people have started learning British Sign Language (BSL) thanks to the phenomenal success of a new digital engagement campaign by the disability charity Sense.

‘Sense Sign School’, which launched in May this year, during the UK lockdown, invites the public to sign up for free online classes, taught by Tyrese Dibba, a Deaf and partially sighted 15-year-old student from Birmingham.

The campaign has been promoted on Facebook and Instagram, and everyone that signs-up is taken on an email journey and receives a new BSL video lesson every day, for five days. The initial target was 7k sign-ups over the course of three months, and this was beaten in its first week with 8k sign-ups. The incredible popularity generated national headlines, with Tyrese interviewed on national television, including Sky News.

Sense worked with the creative Agency GOOD to develop the campaign, which aims to break down communication barriers, promote understanding and tackle social isolation amongst disabled people. Loneliness is disproportionately high amongst disabled people, with one in two experiencing it every day. Sense research also shows that one in four Brits avoid conversation with disabled people, because they worry about saying the wrong thing.