Cadbury Fingers launches new campaign partnering National Deaf Children’s Society

Cadbury Fingers has announced the launch of a new integrated campaign, encouraging people across the nation to learn some British Sign Language (BSL) to help people come together.

The latest chapter of its ‘For Fingers Big and Small’ campaign series, ‘Sign with Fingers Big and Small’, is created in partnership with the National Deaf Children’s Society.

The campaign highlights the difference BSL can make in helping deaf BSL users feel included, as many in the deaf community report feelings of isolation and exclusion in the kinds of shared moments that the iconic shareable biscuit is made for.

‘Sign with Fingers Big and Small’ aims to get Brits started with little lessons to learn some everyday phrases and conversation starters in BSL.

Cadbury Fingers worked with a team of deaf specialists including Rebecca A Withey, a deaf writer and consultant, and a co-creation panel made up of people from across the deaf community to inform the entire creative approach.

Alongside a hero film which plays out on VOD, CTV and YouTube, the campaign features little lessons in BSL to help people start to learn everyday sayings in BSL such as ‘Fancy a cuppa?’ or ‘Having a good day?’ to help kickstart people’s BSL learning journey. Illustrated animations of these phrases will feature in DOOH, on YouTube and in social activity on Facebook, Instagram and Twitter.

These illustrated phrases direct to BSL lessons, taught by the lead actor in the AV, on the ‘Sign with Fingers Hub’, which also includes links to additional resources and learning, provides deaf awareness and inclusion advice, and discusses the various other communications methods deaf people use beyond BSL.

“Cadbury Fingers are the much-loved chocolate biscuits made for sharing and we’re on a mission to ensure no one misses out on those everyday shared moments like enjoying a cuppa and an afternoon biscuit with friends and family,” Susanne Nowak, Senior Brand Manager - Cadbury Biscuits, said.

“The new campaign encourages the nation to learn some British Sign Language - a language in which hands and fingers play a crucial role. The launch of the new campaign presents a big opportunity for retailers, who should stock Cadbury Fingers for all to consume and share.”

Nowak urged retailers to stock up on Cadbury Fingers to ensure they are prepared for the buzz generated by this 360-marketing campaign, which will see OOH, digital, social, influencer and partnership activations go live.