Knowing that in Mexico there were only 10 sign language teachers and more than 2 million people with hearing disabilities led the creative team of DDB Mexico to create a TikTok dictionary for the Mexican Federation of the Deaf, which brings together in a single hashtag the 1,300 words that make up the original material.
This action is part of the TikTok Teachers initiative, where DDB Mexico -on the occasion of the National Day of the Deaf- invited TikTok users to be part of a challenge: search for a sign on Google and turn it into a TikTok dance to let others learn it.
The initiative became a trend for four days and generated 3.4 million digital users to act as Mexican sign language teachers, which in turn made TikTok Teachers win a bronze lion at Cannes Lions 2022, in the Social & Social category. influencers.
“With this campaign we achieved our objective, which was to arouse interest in learning sign language. We made the Mexican dictionary available to everyone and we took the first step towards a more inclusive Mexico, one where there are no communication barriers,” Rubí Nolasco Gudiño, director of the Diversity Commission at the Mexican Federation of deaf
According to Efraín Mendicuti, director of Global Business Solutions at TikTok Mexico, TikTok’s strategy is to bring audiences together with brands, through creative content and not with ads, which in the end users pay not to see.
The idea, he said in an interview, is to inspire creativity and leave an experience of enjoyment and distraction. That is why the platform takes great care that the experience that users have of commercial communication is native and in the same organic communication codes that TikTok uses.
The manager assures that the TikTok audience is very diverse, because in addition to centennials , users of other generations have joined because the experience on the platform does not depend on who you follow or who follows you.
“TikTok is not a social network, but an entertainment platform, where the experience is based on the user’s interests and the content they consume, produce or share. Finding several generations on the platform with very diverse content, and who sometimes have things in common, is very enriching for brands”.
