Cadbury Fingers partners with the National Deaf

Children’s Society to ‘Sign with Fingers Big and Small’

Cadbury Fingers, the iconic shareable biscuit brand loved by families, is launching a new campaign.

‘Sign with Fingers Big and Small’ encourages people across the nation to learn some British Sign Language (BSL) to help people come together.

Created in partnership with the National Deaf Children’s Society, the latest campaign highlights the difference BSL can make in helping deaf BSL users feel included in shared moments. Cadbury Fingers are made for when everybody comes together, yet many in the deaf community report feelings of isolation and exclusion in the kinds of shared moments that Fingers are 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. The new campaign aims to ensure that deaf people do not miss out on moments in the future, and celebrates the role of fingers in helping more people come together and be a part of everyday interactions.

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.

Cadbury Sign Language