Informed by desk research, I designed and ran a collaborative ideation workshop with Deaf stakeholders to share ideas around activations for the campaign. These ideas were then discussed and voted on as a group. It was important to have buy in and involvement from Deaf native BSL users from the start to ensure we were aware of the nuances of the language and how to best present it, not just to the general public, but also to the Deaf community, as something they could get behind, champion and support

Our vision was to show the UK how easy it is to introduce yourself to BSL. Begin with 'hello', and then take the conversation on from there. I developed a visual identity for the campaign, in tandem to the creation of a multi-phased campaign plan that would first create awareness then go on to encourage engagement, and data capture for ongoing advocacy and revenue generation. I devised a content plan that would run in parallel with organic content being drip fed to support the campaign and increase awareness and engagement. We were on a tight budget, but knew that there were Deaf influencers that the BDA could reach out to for user generated content that we could use for the campaign creative.

Before the start of Sign Language Week, existing supporters and influencers were equipped as champions with toolkits and templates. We launched static and video ads on Facebook, Instagram and Tiktok, targeting the general public and lookalikes of the BDA’s supporters. I worked closely with Deaf stakeholders to ensure the language and tone we used was correct and would resonate with the Deaf community.

We launched the ask: Introduce yourself to BSL this Sign Language week, with the hashtag #BSLally through static and video ads. We encouraged audiences to share their email to receive handy BSL flashcards to allow them to introduce themselves to the Deaf community. This was supported with organic content that included BSL tutorial videos and an augmented reality Meta filter teaching the fingerspelling alphabet.

We launched a retargeting campaign to people who had engaged previously, thanking them and encouraging them to take further action such as making a donation.

I designed a collaborative workshop with Deaf stakeholders  to name the campaign. This needed to be something that would work in written English, as a hashtag and in BSL. The campaign name and core messaging needed to work well in spoken English as well as British Sign Language, 
taking into consideration the nuances of both languages.

I quickly developed  two concepts to share with a wider community of Deaf stakeholders. The chosen concept was one that could flex and adapt beyond launch, working with handprints of a Deaf child, and inspired by the colours of the Deaf flag, with a highly symbolic palette that the Deaf community could get behind and champion.

We were again working to a tight budget, and even tighter deadlines, and I really wanted to hammer home the personal stories of the people who would be affected by having access to BSL support, so user generated content, from real families with d/Deaf children formed the basis of the creative concepts and storyboards for the ads.

I reached out to hearing families with d/Deaf children and members of the wider Deaf community for content and to enlist their support wiht the campaign.

The campaign plan aimed to reach a wide audience, compelling them to take action for a cause that aligns with their values as a parent, professional or as a socially driven individual, asking them to join our movement by signing up for an email template to send to their local MP. We planned 3 phases:

1. Awareness
Targeting all audiences with  poignant facts and stories to capture initial interest and drive people to the landing page to find out more.

2. Conversion
Targeting different cold audiences based on terms like ‘parents of young children’ with emotionally charged stories to compel them to enter their details and email their MP.

3. Remarketing
Engaging with those already close to the BDA, as well as audiences from the awareness and conversion campaigns.

For each of these phases, a selection of static and video ads were served across Meta platforms

A parliamentary reception to launch the campaign officially on the first day of Sign Language week, saw over 40 government officials attend as well as influencers, parents and Deaf school children. I designed a suite of printed 'swag' (such as tote bags, mugs, leaflets and badges) for the government officials to take away as well as large banners as photo opportunities.

The campaign was mentioned in the House of Commons by Lisa Cameron MP and Mims Davies, Minister of State for Disabled People, and is now listed in Hansard, the written record of all contributions in parliament.

I created campaign guidelines and a toolkit of assets for the BDA's team and partners to use to spread awareness through organic content, including interviews and video content. I also created a suite of templates and animated GIF stickers for influencers, families with deaf children and supporters to use in their own content, encouraging them to share with the hashtag #BSLInOurHands.The BDA has seen their social media following skyrocket since the launch of the campaign.