2020/2021 Winners & Shortlists

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including:

The Middle East has 20 million hearing and speech impaired individuals. Sign language helps them communicate with each other, but speaking to someone who doesn't know sign language (which is most people) makes leading a normal life rather difficult.

Describe the target audience and why your work is relevant to them.

The initiated was targeted to every person across the region to raise awareness about sign language. The basics of sign language that everyone could learn, would help them interact with hearing and speech impaired individuals.

Background

The Middle East has 20 million hearing and speech impaired individuals. While most initiatives revolve around helping them directly, no action has ever been taken to make the society around them more inclusive. Sign language helps them communicate with each other, but speaking to someone who doesn't know sign language (which is most people) makes leading a normal life rather difficult.

Describe the strategy

Challenges are extremely popular on TikTok, so we decided to create a unique one that became a social media movement. #CreateForGood A social media challenge that teaches people how to talk to the hearing and speech impaired in sign language. We created lyrics for a song, but the words did not make sense, until a person used sign language to sing. Every TikTok user who participated ended up learning the basics of sign language. And we did not stop there. With Red Crescent’s support, we created a petition to introduce sign language as an elective subject in middle schools across the region. Every video uploaded on TikTok using #CareForGood automatically counted as a signature on this petition.

Describe the execution

Step 1: We created a unique Eid themed song with lyrics that seemed out of place. Other than Eid greetings, the lines had common phrases like "Hello", "How are you?", "Nice to meet you", "Welcome", "Thank you" etc. The song by itself doesn't quite make sense. Until you decide to take the #CareForGood Challenge on TikTok. Where we ask people to create videos of them singing the song, but by only using sign language. Step 2: We brought on board sign language experts who translated the entire song into Arabic Sign Language guides, which were then sent to TikTok’s official celebrities who became the first few to take on the challenge. Step 3: Every TikTok user who created a video following what the celebrities did, ended up learning how to say the common phrases in sign language. Giving them the ability to actually interact with someone who is hearing.

List the results

10000 videos uploaded in 2 weeks 10000 signatures on Red Cross's petition 28000 new app downloads 62 million views 118 million in reach 33 million in exposure

Background

The Middle East has 20 million hearing and speech impaired individuals. While most initiatives revolve around helping them directly, no action has ever been taken to make the society around them more inclusive. Sign language helps them communicate with each other, but speaking to someone who doesn't know sign language (which is most people) makes leading a normal life rather difficult.

Describe the creative idea

#CreateForGood is a social media challenge that teaches people how to talk to the hearing and speech impaired in sign language.

Describe the strategy

Challenges are extremely popular on TikTok, so we decided to create a unique one that became a social media movement. #CreateForGood A social media challenge that teaches people how to talk to the hearing and speech impaired in sign language. We created lyrics for a song, but the words did not make sense, until a person used sign language to sing. Every TikTok user who participated ended up learning the basics of sign language. And we did not stop there. With Red Crescent’s support, we created a petition to introduce sign language as an elective subject in middle schools across the region. Every video uploaded on TikTok using #CareForGood automatically counted as a signature on this petition.

Describe the execution

Step 1: We created a unique Eid themed song with lyrics that seemed out of place. Other than Eid greetings, the lines had common phrases like "Hello", "How are you?", "Nice to meet you", "Welcome", "Thank you" etc. The song by itself doesn't quite make sense. Until you decide to take the #CareForGood Challenge on TikTok. Where we ask people to create videos of them singing the song, but by only using sign language. Step 2: We brought on board sign language experts who translated the entire song into Arabic Sign Language guides, which were then sent to TikTok’s official celebrities who became the first few to take on the challenge. Step 3: Every TikTok user who created a video following what the celebrities did, ended up learning how to say the common phrases in sign language. Giving them the ability to actually interact with someone who is hearing.

List the results

10000 videos uploaded in 2 weeks 10000 signatures on Red Cross's petition 28000 new app downloads 62 million views 118 million in reach 33 million in exposure