The Cadbury Sign with Fingers Big & Small Campaign is Inclusive
Michael Hemsworth — September 1, 2022 — Social Good
References: cadbury & talkingretail
The Cadbury Sign with Fingers Big & Small campaign has been created for the Cadbury Dairy Milk Fingers range to promote inclusivity and encourage consumers to learn bit of British Sign Language (BSL). The campaign was created through a partnership with the National Deaf Children's Society in the UK and highlights how even learning a few words in BSL can help to make those who are hard-of-hearing or deaf feel included. The brand hopes the campaign will help reduce feelings of isolation and exclusion many members of the deaf community experience.
Senior Brand Manager - Cadbury Biscuits Susanne Nowak spoke on the Cadbury Sign with Fingers Big & Small campaign saying, "The new campaign encourages the nation to learn some British Sign Language – a language in which hands and fingers play a crucial role. The launch of the new campaign presents a big opportunity for retailers, who should stock Cadbury Fingers for all to consume and share.”
Senior Brand Manager - Cadbury Biscuits Susanne Nowak spoke on the Cadbury Sign with Fingers Big & Small campaign saying, "The new campaign encourages the nation to learn some British Sign Language – a language in which hands and fingers play a crucial role. The launch of the new campaign presents a big opportunity for retailers, who should stock Cadbury Fingers for all to consume and share.”
Trend Themes
1. Inclusive Marketing - Brands are embracing inclusive marketing campaigns that promote diversity and celebrate different cultures, abilities, and backgrounds, creating a disruptive innovation opportunity for marketers to address underrepresented groups.
2. Language Learning - As more brands create campaigns promoting the learning of new languages, consumers, schools, and educational institutions look to adopt augmented reality and virtual reality technologies that make language learning more engaging and immersive.
3. CSR Partnerships - Brands are partnering with nonprofit organizations, CSR groups, and social activism companies to foster a sense of community and promote a social agenda addressing the needs of underserved and marginalized communities, creating a disruptive innovation opportunity for companies to reposition themselves and stand for a cause.
Industry Implications
1. Food and Beverage - Companies in the food and beverage sector are designing campaigns that bring people together and promote inclusivity and diversity, creating a disruptive innovation opportunity for new flavors, packaging designs, and marketing models that embrace social change.
2. Education - Educational institutions and language learning start-ups are adopting language learning technologies that make the learning of languages more engaging and immersive, creating a disruptive innovation opportunity for companies to produce tools and services that help language learners practice with real-life situations and contexts.
3. Nonprofit Sector - Nonprofit organizations, social activism groups, and CSR companies are partnering with brands to promote a social agenda and a sense of community, creating a disruptive innovation opportunity for organizations to adopt new models of advocacy, storytelling, and community engagement that leverage technology and social media.
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