Life without subtitles

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Supporting Disability Awareness.

As part of Sainsbury’s Non-Visible Disabilities Awareness Week we were asked to create a film that would provide in-store colleagues with practical tips on how to communicate with deaf customers.

In order to better understand the difficulties faced by deaf people, we ran a workshop where deaf Sainsbury’s colleagues could tell us about their challenges and solutions. In Sainsbury’s tradition, we cast several of them as onscreen guides to create a film that’s both emotive and instructive. We also created a series of 10-second shorts, each teaching a simple BSL sign.

The film has been well-received across Sainsbury’s since its internal launch, earning praise from both Sainsbury’s Disability Steering Group and in-store colleagues. The video has subsequently been made available to the public to share the benefits.

We are also delighted that the film won Gold in the Education/Training (Screen) category at the EVCOM Clarion Awards. The judges praised it as ‘A really powerful, moving film. A fantastic example of brand communication and the brand’s commitment to important issues.’