This is your sign: a communications campaign to bridge the gap between d/deaf and hearing individuals in Singapore

Abstract

This Is Your Sign is a communications campaign that aims to bridge the gap between d/Deaf and hearing young adults in Singapore, aged 21 to 34 years old. Through fostering understanding of Deaf culture, we hope to equip our audience with the confidence and understanding needed to engage meaningfully with the d/Deaf community. Through these efforts, we strive to close the gap between these two communities, fostering a more integrated society. There is a lack of thorough local research on the d/Deaf community and public campaigns surrounding the cause. Based on formative research, we found that while our audience expressed positive attitudes towards engaging with the d/Deaf community, they displayed a notable lack of confidence in their ability to do so. Drawing upon the Theory of Planned Behavior (TPB), our campaign employs a strategic blend of offline and online tactics guided by our three strategic pillars: Educate, Engage and Empower. Our offline activations saw three milestone events, including an exhibition that amassed over 900 attendees and over 150 pledges made in three days. Through these efforts, This Is Your Sign surpassed all impact objectives set, with a significant increase of 32% in knowledge, and 20.73% in perceived behavioural control. The campaign garnered $104,250 in earned media value and over 40,000 impressions on Instagram. This Is Your Sign was a first step towards encouraging positive interactions between hearing and d/Deaf individuals, promoting a more inclusive society where everyone is heard.