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Cadbury is using its Chocolate Fingers cookie brand to encourage Brits to learn sign language, so the deaf community can feel more involved in shared moments. According to the product’s top marketer, the campaign will have a lasting impact on the brand’s own accessibility guidelines.
The U.K. chocolate giant’s “Sign With Fingers Big and Small” connects the dots between Cadbury’s finger-shaped sweet treat and the real thing. It was developed in partnership with the National Deaf Children’s Society and encourages people across the nation to learn British Sign Language (BSL).
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