Cadbury Fingers x National Deaf Childrens Society

Cadbury Fingers, and the National Deaf Children’s Society joined hands to champion inclusion for deaf people with the Sign With Fingers Big and Small initiative.

Designed to make everyday moments more accessible and increase awareness of deaf inclusion.

To bring this to life in year two, the campaign tapped Cadbury’s Chelsea FC partnership to turn insight into action.  With football the most-loved sport among deaf people – but 55% saying they often feel excluded from matchdays, we created Bringing BSl to the Beautiful Game… by bringing 40,000 fans together as Stanford Bridge to sign Chelsea’s anthem Blue is the Colour in BSL. It was a once in a lifetime experience, but the club committed to long term accessibility training with players learning everyday phrases and BSL. 

The campaign drove awareness, visibility, and salience, while repositioning all the partners as authentic advocates for inclusion.