Sainsbury's: Signsbury’s – the world’s first deaf-friendly supermarket

Sainsbury's, a British supermarket brand, transformed its store into 'Signsbury's' to raise awareness of British Sign Language (BSL).

Campaign details

Brand: Sainsbury'sAdvertiser: Sainsbury'sAgency: Gravity RoadCountry: UK

Campaign Overview

The world's first deaf-friendly supermarket

Sainsbury's wanted to substantiate its Live Well For Less promise by improving the experience of deaf colleagues and customers. It created 'Signsbury's'.

Strategy

The grocer wanted to make a bold statement about deaf inclusivity by showing how fun and easy it is to learn sign language.

Seventy-three percent of Britain's deaf people feel rejected by their hearing loss. A major reason is that so few people are familiar with British Sign Language (BSL), meaning many public environments feel...

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