Campaign of the Week: Giffgaff Gives Back With Giffgaff

Izzy Hall

Welcome to Campaign of the Week, where we explore some of the freshest and most exciting campaigns from the brands that are engaging their Gen Z audience and catching our attention every week. Today we’re looking at giffgaff’s recent advert that uses British Sign Language (BSL).

A UK-based mobile network, giffgaff are known for having great deals and engaging with their community. Last month they launched a new advertisement as part of their giffgaff Gives Back campaign, in which they celebrate the brand’s members, contribute towards their communities and uphold their great values. The advert focused on one of their members, Aleks, who is deaf, and used BSL to promote the brand. 

The brand came about the idea when giffgaff user Aleks got in touch and challenged them to make an ad that was inclusive to the deaf community. Having received training from the Manchester Deaf Centre, giffgaff then collaborated with Stink Studios London to create the ad, in which an animated Aleks uses BSL to explain the benefits of being a giffgaff customer. Abi Pearl, Head of Adveritsing, and Alexa Pinking, senior brand manager at giffgaff, said : “As the mobile network run by you, not only were we excited about the idea of co-creating with a member, but we were treading entirely new waters around inclusivity in advertising – an area that remains largely untapped… It has, hands down, been one of the most rewarding ads I’ve ever worked on.”

This is a step in the right direction 👏🏼 @giffgaff have released an AD in BSL. It is one of a kind atm in my opinion. Deffo worth a watch ❤️— amb-UGH (@SoggyRizlaa) September 18, 2021

Why do we love it? 

It’s no secret that Gen Z demands diversity and inclusivity in everything that they come into contact with, and disability is no exception – in our Youth Trends Report 2021, we reported that 42% of Gen Z would like to see disabilities better represented in advertising. Giffgaff really understands that with this campaign, improving accessibility for their customers and helping them to understand that they’re a brand who really cares. And, by receiving formal training, it removes any possibility of the campaign being performative – real time, effort and understanding went into the production of this ad, and it shows. 

Not only is making your brand, products and advertising more accessible to everyone beneficial to you – after all, 87% of Gen Z said that they would actively support a brand if they felt better represented in their advertising – but it’s also just the right thing to do. Check out the advert below – well done, giffgaff.

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[Cover image 📷: Screenshot from giffgaff campaign]


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