RE/SIGN
Signature
Sign language is all over TikTok. Unfortunately, most of it is “fake sign” performed by people without hearing loss, simply for likes. Which insults the identity of deaf people and endangers the language. So RE/SIGN was designed to fight back. Popular tracks were translated into sign language, choreographed into dance, and performed by deaf creators, to flood feeds with authenticity. The campaign achieved 300K organic views in the first week, plus news coverage from The Times and BBC Breakfast news.
Shortlist: Campaign BIG