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By Taruka Srivastava | Freelance journalist

October 12, 2022 | 2 min read

Cadbury Fingers’ latest campaign ‘Sign with Fingers Big and Small’ has encouraged Brits to learn some British Sign Language (BSL) to help people come together.

This continuation of the ‘Fingers Big and Small’ campaign was created by Tin Man in partnership with the National Deaf Children’s Society, and highlights the importance of BSL.

The spot features a deaf teenager describing in BSL her experience of missing out as a deaf person. Furthermore, Love Island celebrity Tasha Ghouri, who was born deaf and is a native BSL user, and Giovanni Pernice, Strictly partner of deaf contestant Rose Ailing-Ellis, use their powerful social media platforms to reveal juicy gossip in BSL.

Tin Man, alongside a cross-agency team including VCCP London, content studio Girl&Bear, Bernadette, Elvis and Carat, worked with a team of deaf specialists to inform the entire creative approach.

Susanne Nowak, senior brand manager at Cadbury Biscuits, said: “Cadbury Fingers are the much-loved chocolate biscuits that are made to be shared, and we’re on a mission to ensure no one misses out on those everyday connections like enjoying a cuppa or an afternoon biscuit.

“Hearing people learning some British Sign Language (BSL) can play a really important role in helping deaf BSL users feel included, and while BSL involves much more than just the use of hands, fingers are a fundamental part of signing. We’re immensely proud of our new campaign and hope it will encourage the nation to learn a little bit of sign language.”

Creative Creative Works Cadbury

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