SIGNEMOJI

Short List
TitleSIGNEMOJI
BrandCHINA ASSOCIATION OF THE DEAF AND HARD OF HEARING
Product / ServiceCHINA ASSOCIATION OF THE DEAF AND HARD OF HEARING
CategoryC02. Use of Mobile
EntrantTBWA\SHANGHAI, CHINA
Idea Creation TBWA\SHANGHAI, CHINA
Media DOINGFILMS Shanghai, CHINA
Production DOINGFILMS Shanghai, CHINA

Credits

Name Company Position
Nils Andersson TBWA\ Greater China President & CCO
Ronnie Wu TBWA\ Shanghai Executive Creative Director
Jason Jin TBWA\ Shanghai Group Creative Director
Tony Fan TBWA\ Shanghai Art Director
Zizi Shi TBWA\ Shanghai Art Director
Goodman Law TBWA\ Shanghai Art Director
Xiaoliu Yang TBWA\ Shanghai Copywriter
Gao Han TBWA\ Shanghai Copywriter
Meng Yang TBWA\ Shanghai Editor
Bruce Qiu DOINGFILMS Director
Hansel Lu DOINGFILMS Producer
Xinyu Wang TBWA\ Shanghai Business Director
Milo Chao TBWA\ Shanghai Chief Strategy Officer
Victor Hu TBWA\ Shanghai Photographer

The Campaign

Today Emoji icons are used to communicate everywhere online. So we used this trend to use them in a new way. Creating a complete interactive series, called sign emoji. Now whenever we send out a hand gesture, we can learn how to sign too.

Creative Execution

We invited sign language teachers to co-create the sign emoji icons. Then, we distributed them through social media platforms, where anyone could download them for free. When typing a message, a corresponding sign emoji popped up, to replace the word you were typing.

Results

Within a few months, the sign emoji series was downloaded more than 850,000 times, more people began to understand and sign. Helping China start to learn a new language.

In China, there are more than 20.5 million hearing and speech-impaired people. They yearn to communicate with all of us. However, most of us don’t understand their language, simply because we haven’t learnt it. Less than 5% of the population knows how to use sign language. So, how can we help the country truly embrace sign?

More deaf people who yearn for someone willing to communicate with them. But for people without hearing disorders, sign language can be difficult to learn which explains why only less than 5% of Chinese know how to use sign language. How can we make it easier for the public to learn sign language? More and more people in China are using emoji to communicate. we can leverage this trend to make emoji an interactive but also informative language.

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