#CampaignRadar: A song for both the deaf, hearing communities
September is Deaf Awareness Month, and this year MTN wanted to spread awareness of the emergency number *130*3272*29# for both the deaf and hearing communities. Ad agency Fort produced a hip-hop track and music video, DEFBARS, that speaks only to the deaf — a song just for deaf citizens, with a message only they could hear.
The agency reached out to popular South African spoken word artist and rapper, The LazarusMan, to collaborate with a deaf person plus a sign-language interpreter. Together they wrote DEFBARS, strictly in sign language, that was ‘dropped’ as a music video on Twitter, Facebook, Instagram and IGTV.
The song came with a beat that was produced specifically for deaf people, using production techniques that allow them to feel the beat in the absence of hearing it. To add to the visual aesthetics, well-known photographer, Lee Roy Jason, was commissioned to photograph the photo stills that was attached to the campaign as a whole.
The call to action from MTN invites everyone to save *130*3272*29# on their phones: when in need of help, dial this number, select your province and reply with your street address. A message with your information will be sent to emergency services and you will receive an SMS notifying you that someone is on their way.
— LazarusMan (@HouseOfLazarus) September 29, 2019
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So in case you haven’t heard September has been #deafawarenessmonth. It’s amazing how few of us know how to sign. It kinda shows how words and not sound are important when communicating. We often feel that to be heard we must be loud, when most of the time it’s your choice in words that garners respect and attention. We could all do a greater job of learning how to sign, not as a skill but as a language, as a means to communicate to other people. Check out my video, where I learnt how to sign one of my poems, yes we intentionally didn’t put subtitles. Thank you @darealclickclak on the 📸 #poetry #sign
DOP: Earl Abrahams
Director: Amr Singh
Copywriter: Neo Makongoza
Art director: Neels Malan
Creative director: Johann Schwella
Photography: Lee Roy Jason
Hey Papa Legend
Music producer: Myles McDonald
Artist: The LazarusMan