“Tone Deaf!” Optus’ #SignYes Campaign Encouraging Aussies To Learn Auslan Pulled After Roasting From Deafness Advocacy Groups
Telco firm Optus’ latest campaign to encourage people to learn Australian sign language – or Auslan, as it should be correctly referenced – has fallen foul of the very people it was aimed at helping – Australia’s deaf community.
The TikTok-inspired campaign (read B&T’s original reporting here) is called #SignYes and features prominent Australians including ex-Olympian Ian Thorpe, F1 racer Daniel Riccardo and Paralympians Ellie Cole and Nic Beveridge and encourages everyday Aussies to learn Auslan signs including “How are you?” and “It starts with Yes”, through the hashtag challenge #SignYes.
Optus was planning to use the initiative as part of its Tokyo 2020 Olympic and Paralympic Games campaigns.
But Optus’ good intentions appear to have caught the ire of the very folk it was campaigning for – deafness advocacy groups.
A letter seen by B&T and sent to Optus’ head of marketing, Melissa Hopkins, by peak body Deaf Victoria has labeled the campaign “disappointing” and unconsultative.
You can read the letter in full at the bottom of this article. The letter also includes a seven-minute long YouTube clip addressing the body’s concerns:
The letter was sent via email from Deaf Victoria’s general manager Philip Waters on behalf of the national peak organisation, Deaf Australia.
The main issue of concern appears to be that the campaign has not used the proper term Auslan, but instead uses the outdated term of sign language.
The letter reads: “Deaf Victoria has been made aware of your new #SignYes campaign launched on Thursday 22 July. We have had numerous Deaf community members and allies raise this issue and to date, one official complaint has been made to us which we are now escalating via this letter.
“While we are excited to see further promotion and increased awareness of ‘sign language‘ through this campaign (we assume your intent was Auslan, the language of deaf people in Australia – however this was not clear), we were disappointed to see how this campaign was designed and rolled out,” the letter read.
The TikTok campaign was reportedly the work of creative agency Big Red. B&T has contacted the agency and TikTok for comment, however, had not received a reply prior to publication.
In a statement to B&T, an Optus spokesperson said it has since paused the campaign and added the telco was “incredibly sorry to anyone who was offended” by it.
“The launch of this campaign was to inspire change,” the spokesperson said. “With one in six people in Australia either deaf or hard of hearing, this hashtag challenge was created to inspire Australians to learn Auslan.
“We have been collaborating and working with members of the Australian Deaf and hard of hearing community to ensure the campaign didn’t miss the mark, but it clearly did so we have paused our campaign with our respectful apology while we engage with the wider Deaf community to ensure we are achieving what we set out to do in a respectful way,” the spokesperson added.
B&T reader Sam Cartledge responded to the campaign via B&T‘s online comments section on Friday: “As a Deaf person, I am shocked by this campaign. Where is the Deaf consultancy? Where is the Deaf representation? You are using Auslan (and are incorrectly calling it broadly as sign language) the language of the Deaf community and have not highlighted them. It is their language.
“Auslan is the language of the Australian deaf community. Another way to think about it would be to think of a native indigenous language. If this campaign was using your ambassadors to encourage people to ‘say yes’ in a native indigenous language (that they don’t use or know how to), would it be suitable? No, it wouldn’t and imagine that backlash,” Cartledge said.
Read Deaf Victoria’s letter in full below:
Dear Melissa Hopkins,
I am writing to inform you that we have drafted an open letter regarding the #SignYes campaign as well as posted an update on our social media channels.
Deaf Victoria has been made aware of your new #SignYes campaign launched on Thursday 22 July. We have had numerous Deaf community members and allies raise this issue and to date, one official complaint has been made to us which we are now escalating via this letter. We believe our national peak organisation; Deaf Australia has also raised this issue with you.
While we are excited to see further promotion and increased awareness of “sign language” through this campaign (we assume your intent was Auslan, the language of deaf people in Australia- however this was not clear), we were disappointed to see how this campaign was designed and rolled out.
Deaf Victoria would like to make the following recommendations:
1. As a large corporate organisation with considerable reach, resources and influence, educate yourselves on how to engage better with the Deaf community.
Start with researching #DeafTalent #NothingAboutUsWithoutUs #Deaflympics
2. Engage reputable Deaf organisations such as Deaf Australia to ensure this and any other campaigns are culturally and linguistically appropriate and seek expert advice from same on how to achieve this.
3. Consult with deaf organisations to ensure your new and future videos are inclusive. This includes making your pay per view streaming services more accessible with increased captions!
4. Review the campaign considering your Accessibility and Inclusion Planincluding social media campaigns and posts.
5. Meet with Deaf Victoria for mediation with individuals who have made official complaints.
6. Produce, use and share only videos of Deaf native Auslan users to demonstrate how to replicate signs or learn Auslan.
We look forward to your response and to working with Optus to enable you to do better in the future and truly be inclusive to all Australians.
Latest News
TV Ratings (06/05/2024): Emotional Lego Masters Goodbye Does The Numbers For Nine
And we thought Lego could only make you cry when you accidentally stood on a piece.
Lisa Wilkinson AM To Join Cannes In Cairns As Keynote Speaker
Multi-Award Winning Journalist and TV Host Lisa Wilkinson AM to speak at Cannes in Cains, sponsored by Pinterest.
Mamamia Names Natalie Harvey As New CEO
Mamamia has today announces the appointment of Natalie Harvey as Chief Executive Officer.
‘The Media Has A Way To Go On Diversity’ – Diversity Council Leader Lisa Annese On Industry Diversity And Why Sunita Gloster Is An Important Addition To Their Board
Few are more qualified than a Gruen regular to knock adland and the media into shape on diversity.
Mike Shows Up At A Wake And Still Hasn’t Seen That Show, In Latest Instalment Of ‘I Saw It On Binge’, Via Thinkerbell
Why is it we pay for 19 SVOD accounts namely due to FOMO but then rarely bother to watch the shows anyway?
Flexiroam Partners With Specialist Agencies To Launch “Ready For Anything” Global Campaign
Do you return from overseas with Bali belly, a possible STI & a huge phone bill? FlexiRoam may help with the last one.
Samsung Unveils Power Of AI To ‘Upscale Every Moment’ With Neo QLED 8K
Got mates who brag about their 83-inch, 10K resolution, OLED screen TV? You're just as bored & baffled as all of us.
Media-Wize Wins AUSCERT PR Account
Media-Wize calls itself "a media training and technology and cyber security PR agency". Think nerds with better hair.
Snapchat Taps Gelato Messina In New Brand Campaign
B&T needs little tempting to scoff more Gelato Messina. Apart from having to go up a size.
Travel Insurer Trippi Draws Ire From The Brazilian Embassy Over Cheeky Brazilian Ad
There's a very fine line between "playful" and "utterly offensive". These ads are almost a dictionary definition of it.
Racing NSW Hits Tabcorp With Legal Action Over $6 Million Revenue Loss
Here's some horse racing news that thankfully doesn't require a silly hat or passing out in a nearby rose bush.
AI Tools Such As ChatGPT Leading To ‘Content Overwhelm’ Among Marketers
Study says tech leading to an avalanche of content for marketers. Not to mention having to read the instruction manuals.
Stake Appoints 72andSunny As It’s Creative Partner
72andSunny nabs Stake's creative. And by that we mean the investment platform, not the nemesis of all vampires.
61% Of Aussies Want Corporate Australia To Stay Away From Social & Political Issues Leo Burnett Study Finds
Do you love a study that appears to fly in the face of every study before it? Be mesmerised by these results from Leos.
Brendon Cook, OAM, Inducted into the OMA Hall of Fame
Other than Australia's typically pleasant weather, no one's done more for outdoor than the former oOH! boss.
New Campaign Highlighting Renewable Gas As A Crucial Component Of Energy Transition
It's hard not to make a renewable gas ad sound like a tedious Year 9 science lesson. So well done to the agency here.
Love Media Welcomes Alana Dowling As New Client Director
Seasoned media pro Alana Dowling joins the Love Media team. Clearly replacing someone who didn't love it
B&T 30 Under 30 – Where Are They Now? Until Recently, Prison!
A prestigious 30 Under 30 gong can get you headhunted, promoted or, in this instance, a two-year stint in the slammer.
“We Will Never Tell A Journalist What To Write” – Nine’s Aimie Rigas On How Data Is Shaping News
Data becoming the journalist's tool for more engaged content. Still not beating dodgy MAFS contestants or a Kardashian.
Beware The Bad Guy. Billie Eilish Fans Brace Themselves For Scammers
Thought getting Tay Tay tickets was an unimaginable nightmare? Read on as Billie Eilish promoters say hold my beer.
Twilio Names Chris Koehler As CMO
Chris Koehler named as Twilio's CMO. Which may prove a prickly tongue twister after a lengthy open bar tab.
ARN Announces Ad Sales Partnership With The Athletic
Can we slow the rotation of the sun? Because that's the only way we'll fit all these new podcasts into one day.
Burger Wars Continue As Hungry Jack’s Brings Back The Big Jack & Mega Jack
Hungry Jack's' Big Mac ripoff set to return after recent legal win. Still no one racing to clone the Filet-O-Fish.
Diverse Voices, Sustainable Choices: Natalie Dean-Weymark On Why Sustainability Is A Non-Negotiable
Here, Compass Studios' Natalie Dean-Weymark talks diversity in media. It's the human equivalent of the Family Assorted.
New Partnership Between The Sweetshop And The Gardening.Club
Thought you'd be getting tips on aphids & fungus gnats from this Gardening. Club news? Prove yourself totally wrong here.
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.