In order to introduce its accessible services for the hearing impaired, Samsung crafted an elaborate stunt that involved teaching an entire town to perfect sign language over the course of a month.
The Hearing Hands stunt involved one unsuspecting citizen, Muharrem, getting the surprise of his life. As he goes about a morning routine with his sister, he's surprised to find that with every interaction, people are able to communicate perfectly with him through sign language. By creating a world where Muharrem was treated like the majority and not the exception, Samsung created a vision for a world without barriers. Ultimately, Muharrem was led to a screen where he was able to sign with an agent from Samsung, showing how their services have now shifted to be more inclusive to people who are differently abled.
Key Themes Behind This Trend
- Accessible Services
- Companies can adopt inclusive and accessible services to meet the needs of differently-abled customers.
- Inclusive Marketing Campaigns
- Interactive marketing campaigns that work for the inclusion of all groups of people can create a positive impact on brand image.
- Sign Language Education
- Companies can offer online sign language lessons to educate society and raise awareness regarding differently-abled people.
Where This Applies
- Technology
- Technology companies can develop new technologies to create accessible and inclusive services for differently-abled customers.
- Education
- Educational institutions can offer online courses for sign language education as a means of communicating with differently-abled individuals.
- Marketing and Advertising
- Marketing agencies can create campaigns that promote inclusivity and accessibility for all people, including differently-abled individuals.
