The Deaf Society, a member of Community Colleges Australia, proudly featured its Auslan course promotion at Australia’s premier international film festival, the iconic Sydney Film Festival from 5 – 16 June 2019.
Among more than 250 award-winners, dramas and cinematic documentaries, The Deaf Society’s large scale, 45 second feature campaign was positioned on a double sided 10sq meter LED screen at Sydney’s Pitt Street Mall. The spot played more than 84 times across the entire 12 day festival.
In a vibrant visual display of the rich Auslan language, the campaign was a simple retelling of a classic joke, told in Auslan, and captioned with English subtitles.
Social media engagement was huge. In a single organic post of the video, the campaign reached more than 120,000 people on Facebook alone, and received more than 400 shares.
The Deaf Society message was clearly displayed: “Don’t rely on subtitles, sign up for a course. Visit: deafsociety.org.au.”