Breaking Barriers with BSL

Client: NHS

Our campaign aimed to address barriers preventing timely GP visits with potential cancer symptoms. We targeted adults 50+ from C2DE groups and recognised the need to reach all audiences, including those often unconsciously excluded from traditional messaging.

Through collaboration with NHS England, their accessibility consultancy BDS, ITV and M&C Saatchi, we not only created a bespoke British Sign Language (BSL) TVC for viewers who need accessibility settings but also pioneered a media-first buying route with ITV. This ensured that BSL users were able to access content tailored specifically to their needs, marking a significant step forward in making advertising more inclusive and diverse. This collaboration with ITV has led to the development of a targeted solution for communicating with BSL users in a new way, opening up new accessibility opportunities for the advertising industry as a whole.