The song we take for granted many have never heard. Christmas is a time when people who are Deaf feel further away from the rest of us. Instead of bringing joy, carols like "Silent Night" are an ironic and bitter reminder of how society disregards the hearing impaired.
So we taught the deaf to 'sing' and the hearing to 'sign'. The Deaf learnt about the carols and how to perform them. The Hearing learnt about sign language and how to 'sign'-along. On Christmas Eve "The Silent Carolers" performed their silent carols live. The Deaf enjoyed songs for the first time and the true meaning of Christmas was loud enough for all to hear.
The message was loud & clear. Hundreds of volunteers signed up for a sign language course. $4,500 in just one night (average contributions are just $500 a month). 80% increase in social media conversation.
For the brand that made Santa Claus an icon of Christmas, it just felt like the right thing to do.
'SIGN' - ALONG CAROLS
THE COCA-COLA COMPANY
Daniel Comar, Nuno Lemos
Michelle Lim-Chua, Elissa Azizi
Kenny Foo, Elle Poon
Web Designer/Multimedia Designer
Harinder Singh, Tarry Tham
Director's Think Tank
Production House Producer
Maurice Noone, Tan Wei Peow
Danny Lim (Two AM)
Post Production House