SIGNEMOJI

Short List
TitleSIGNEMOJI
BrandCHINA ASSOCIATION OF THE DEAF AND HARD OF HEARING
Product / ServiceCHINA ASSOCIATION OF THE DEAF AND HARD OF HEARING
CategoryC03. Social Community Building & Management
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

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. Our idea is to create a series of emoji based on sign language so wheníever you send out a handshape, you’ll learn one too.

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.

Tier 2: Knowledge/consideration: 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. Tier 3: Outputs/business 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.

The Situation

Within a few months after launch, the emoji series was downloaded more than 850 thousand times and penetration rate of sign language increased by 25%. Helping China start to learn a new language.

The Strategy

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.

Links

Video URL