Friday, 23 July 2021 16:46

Optus launches TikTok sign-language campaign with #SignYes Featured


Optus announced the launch of what it says is the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes.

Optus head of marketing Mel Hopkins said, “Building off the impact of educational content in Australia, as well as the success of causal content on TikTok, we believe there is potential in developing a hashtag challenge that teaches Australians rudimentary sign language.”

“Communication comes in a variety of forms. Illustrating this to all Australians we believe is important in an optimistic and everyday way.”

“#SignYes delivers on unique customer connections allowing customers to demonstrate how inclusion and education starts with ‘Yes’.”

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Optus says it will amplify the campaign during the Tokyo 2020 Olympic and Paralympic Games, utilising ambassadors such as Paralympians Ellie Cole and Nic Beveridge, Australian Olympian, Ian Thorpe and Optus chief of optimism Daniel Ricciardo.

Optus brand ambassador Ian Thorpe added: “Recent studies suggest that 1 in 6 people in Australia are deaf or hard of hearing but despite this, barely any of us can use sign language. Optus wants to inspire change and have created the world’s first TikTok sign language activated filter that I am proud to be a part of.”

TikTok general manager global business solutions Australia and New Zealand Brett Armstrong added, "Optus have been one of our most innovative partners, the first to run a Branded Hashtag Challenge in Australia and now launching this cutting edge campaign. TikTok is a place where diverse communities thrive and everyone can feel welcome, and it's exciting to see Optus leaning in so creatively to what makes our platform so special."

To join the Optus #SignYes hashtag challenge, search the ‘SignYes’ Hashtag in the Discovery tab on the TikTok app or search for the ‘SignYes’ lens when going to record your video. All one then needs to do is make the sign for ‘Yes’ (moving your fist up and down) to launch the branded effect, and it will then guide the user on how to sign each individual gesture in Auslan, and what it means.

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