EMIRATES NBD – LIFE SAVING SIGNS

There are no breast cancer awareness campaigns designed to target 4.7 million hearing and speech impaired women in the region. Emirates NBD, the region's largest banking institution, through their ‘TogetherLimitless’ program was at the forefront of the bank’s commitment to creating an inclusive campaign by introducing new life-saving signs in a language specifically used by this community. 

We created the world’s first signs for ‘cancerous’ and ‘lumps’, that didn’t otherwise exist across 300 universally used sign languages. We then launched ‘Life Saving Signs’, a breast cancer awareness campaign that shared life-saving reminders to hearing and speech impaired women, disrupting taboos surrounding breast cancer and educating them on how to self-check. Completely executed in sign language, it was the first-ever silent campaign released on sound-first apps like TikTok and Instagram. Our campaign was heard loud and clear across media outlets and social media as key influencers with significant female followings took to their channels to praise and further spread the campaign’s reach.