With every episode of Bluey becoming available in Australian Sign Language (Auslan), ABC Kids has partnered with Leo Australia to launch ‘Bluey’s Auslan Sign & Seek’. The interactive viewing experience will follow the National Week of Deaf People 2026.
The campaign was created in collaboration with ABC Creative, Ludo Studio, Deaf Connect, and narrated by the voice of Jack’s Dad, and comedian Hamish Blake.
Approximately 20,000 Australians use Auslan as their first language. The huge popularity of Bluey makes the much-loved show an ideal way to get hearing, Deaf and hard-of-hearing people to learn Auslan and spread awareness more broadly.
‘Bluey’s Auslan Sign & Seek’ is a shared experience for Deaf, hard of hearing and hearing families alike, demonstrating the powerful role accessibility can play in building belonging and connection for different lived experiences.
The centrepiece of the campaign is the Bluey marathon weekend on ABC Kids (3-4 October). On this weekend, Bluey episodes will feature 24 gamified versions of the theme song. Each song replaces the familiar lyrics of the Bluey song with new, signed words. The words point to items viewers can spot within the episode to follow. Using the earworm of the Bluey music with a twist makes ‘Sign & Seek’ an easy and fun way for all viewers to easily absorb new Auslan signs.
“Bluey is one of the most-loved kids’ shows in the world. Pairing it with Auslan puts language education in front of millions of families, turning a beloved show into a genuine force for accessibility,” said Belinda Drew, head of marketing at ABC.
“The ABC exists to help all Australians understand one another, through the power of storytelling. By introducing Auslan to Bluey, we are building a more inclusive future for the next generation of children,” added Milla McPhee, director of audiences at ABC.
“All Australians benefit when we communicate with Auslan. What better way to support Auslan learning than making it fun with Bluey? Intercepting Bluey’s famous title sequence with signs and clues to spot tees into an existing fan behaviour – Bluey fans love to scan the show for long dogs and other hidden items. Sign & Seek was a natural extension for the fandom,” commented Hilary Badger, ECD at Leo Australia.
All episodes of Bluey will be available with Auslan translation from 3 October. Bluey’s Auslan-interpreted catalogue was inspired by a father’s desire for his Deaf daughter to experience Bluey in the same way as other children, giving every child the opportunity to participate in the cultural moments that shape childhood.
The history of deaf representation for Bluey dates back to 2022, when the show worked with Deaf Connect to produce its first picture-in-picture Auslan interpretation for an episode titled ‘Turtle Boy’, which featured Dougie, a deaf dog, as the main character.
Bluey’s Sign & Seek takes this one step further, using the show to support Auslan uptake in the whole Australian community.
Credits:
ABC:
Milla McPhee – Director, Audiences
Belinda Drew – Head of Marketing
Kyle Hugall – Head of Creative
Sarah McDonald – Group Marketing Manager, Screen
Eliza Storey – Marketing Lead
Tim Brown – Creative Lead
Mike Watson – Senior Creative
LJ Grace – Senior Creative
Creative:
Leo Australia
Clare Pickens – CEO
Catherine King – CSO
Andy Fergusson – CCO
Johnson Diep – Senior Conceptual Designer
Hilary Badger – Executive Creative Director
Stacey Karayannis – Creative Director
Thomas Smyth – Senior Business Director
Production:
Publicis Production
Francesca Scopelliti – Executive Producer
Studio Pancho Patrick Salter – Managing Director
Dominique Smith – Senior Producer
