McCann UK Works with Aldi and ITV to Launch Signed Ad Break During Deaf Awareness Week

McCann UK partnered with Aldi and ITV to broadcast Aldi’s first-ever fully-signed ad break during “Coronation Street” on Monday, May 14, to mark the start of Deaf Awareness Week. Aldi’s new commercial is part of the “Like Brands” campaign. It was created by McCann UK, and features Maisie Sly, star of the Oscar-winning film, "The Silent Child," and her mom, in their first-ever advertising campaign.

McCann UK worked with ITV to engage additional brands whose spots will be signed and featured during the break. The collaboration between ITV and Aldi highlights their support for Deaf Awareness Week which focuses on the challenges of deafness and hearing loss faced by 1 in 6 people across the UK. There are approximately 9 million people in the UK who have some form of deafness. Approximately 50,000 deaf people in the UK use British Sign Language (BSL) as their first or preferred language.

Adam Zavalis, Marketing Director for Aldi UK commented, “We are delighted to be supporting the UK Council on Deafness in their annual Deaf Awareness Week campaign. Our new advert is completely silent and signed – a first for Aldi, and demonstrates our wider commitment to inclusivity, all delivered in Aldi’s irreverent style.”

Kelly Williams, ITV Managing Director, Commercial said, “With the size and scale of audience for a programme like “Coronation Street,” we’re able to use the power of TV to make sure people know about Deaf Awareness Week. Showcasing Aldi’s innovative new advert and working with McCann to bring other brands on board makes this a truly creative partnership, the result of which I hope will really resonate with viewers.”

Craig Crowley MBE, Chair of UK Council on Deafness commented, “On behalf of our member organisations we are indebted to Aldi for showcasing the importance of Deaf Awareness to the general audience/viewers via this fabulous advert. Accessibility, equality and inclusion are the cornerstones of our work with Deaf, Hard of Hearing, deafened and Deafblind people throughout the UK.”

McCann UK’s Managing Director, Aldi, Simon Buchanan said, “We are incredibly proud to extend our highly successful Like Brands campaign in supporting UK Deaf Awareness Week.”

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