Most Americans consider deafness a disability and American Sign Language a divisive language. We wanted to change this stigma and show that ASL has the power to connect the hearing with the deaf.
Approach
Inspired by the gay liberation movement and the wish of many queer to express their identity visually, we created a technology-lead, 360-campaign.
Results
Our campaign fused social media activation with AR technology and redefined the deaf as a vibrant community and ASL as a language open to anyone.
