The initiative seeks to generate visibility for an audience of more than 10 million people, according to data from the latest IBGE census.
The new Banco do Brasil campaign features only deaf people, as part of the celebrations of National Day (26th) and International Deaf Week (20th to 26th of September). The initiative seeks to generate visibility for a group made up of more than 10 million people, according to data from the latest IBGE census.
“It is an audience that is used to supporting the brands’ institutional communications and BB’s new campaign brings them as the protagonists that they are. Normally, they need to look at a small square on the screen to follow the interpretations in Libras. Now, we are the ones who need to read the caption. The campaign brings this experience, in a very interesting exercise of empathy”, says Paula Sayo, director of marketing and communication at Banco do Brasil.
The strategy also aims to expand knowledge about the service in Libras offered by the financial institution, the first to promote comprehensive service at the branches, CRBB, SAC and the Ombudsman’s Office. According to the bank, deaf customers currently have simultaneous interpreters available for in-person service and via video call in service via a specialized center. From May to August of this year, it recorded 2,500 calls in Libras between face-to-face and remote locations.
The action was signed by LewLara\TBWA and had the support of the specialized consultancy Turma do Jil. The choice of the cast sought to represent the diversity of deaf people who communicate through Libras and oral – who use cochlear implants, hearing aids or lip-reading – and also demonstrate the intersectionality of age, aesthetics, gender, races and ethnicities.
“There is no half-inclusion, when you ‘include’ a group and exclude another. That is why, throughout the campaign creation and execution process, we seek to bring visibility to various groups of diversity and guarantee the accessibility of the campaign for people with or without disability”, says Carolina Videira, from Turma do Jil.
The film has 90, 60 and 30 second versions and will be broadcast nationally on open TV, shown in cinemas and also on BB’s social networks.
