StorySign

FCB London

Brand: Huawei

Year: 2018

There are 32 million deaf children in the world, and most of them struggle to read. This is because deaf children can’t learn phonetically, so they struggle to match words with sounds.

To help change that, we created the first global literacy platform for the deaf — “StorySign.” Developed with an understanding of sign syntax to ensure a seamless translation and user experience, “StorySign” helps to open the world of books to deaf children and their families.

Using innovative mobile technology, “StorySign” scans the words in selected children’s books and instantly translates them into sign language, using the most advanced signing avatar ever. Users simply hold their phone up to the words on the page and avatar Star signs the story as the printed words are highlighted.

Launching in 11 countries and backed by international charities around the world, “StorySign” allows deaf children to learn to read and sign with their families, and lead happier, healthier lives. Not only did the campaign reach over 1.5 billion people globally with an estimated £11.4 million in earned media, but it helped improve Huawei brand perception, which saw a 19.9% uplift within two months of the campaign launching.