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Microsoft launches UK’s first national digital billboard campaign featuring sign language

Microsoft launches UK’s first national digital billboard campaign featuring sign language
Written by publishing team

Microsoft has launched the first-ever national digital advertising campaign for British Sign Language (BSL) to highlight the importance of accessibility in driving innovation.

The Out of Home (OOH) campaign, which will appear at major railway stations across the UK, includes a 10-second clip of a BSL translator signing the message: “The more comprehensive you are, the more creative you are. Together we can create a better world and everyone can access to it.”

The campaign hopes to celebrate Microsoft’s five years of commitment to inclusion and accessibility by showing the role technology can play in improving access to digital content for underserved communities, including 151,000 individuals who use BSL in the UK.

The digital billboard campaign is launching alongside Microsoft’s new accessibility website which contains resources for businesses to help them become more inclusive, including information on comprehensive hiring practices, digital skills, growing a diverse culture and creating accessible solutions, as well as More accessibility tools, case studies, tips and tricks.

BSL translators for the site and digital billboards were provided by Signly, which was part of Microsoft’s AI for Good startup group. The company joined forces with the Royal Society of the Deaf, JCD, Carat, Posterscope and MRM in creating the train station campaign.

The software giant is the latest in what appears to be a growing trend of technology and telecom companies highlighting the importance of accessibility in their marketing.

British mobile network Giffgaff last month launched its first campaign in BSL. The head of advertising, Abby Pearl, told The Drum at the time that not prioritizing accessibility going forward was “nonsense.”


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