CSR (Corporate Social Responsibility) and sustainable development are becoming more and more relevant in the influencer marketing industry as well as many content creators discover new ways to utilize their influence to stand by an important cause. And where to begin if not in the area that they are the most skilled at social media and communication.

Worlds apart

The National Organization for the Deaf and people with hearing disabilities in Hungary is developing a new way of using sign language through Instagram and Facebook stories so that from now on, people can better understand each other regardless of hearing impairment.

Many of them only express themselves successfully by using sign language, making it harder for them to fit in. These young people are often forced to rely on their own community of fellow deaf people, which causes them to become isolated, not only in society but on social media channels as well.

A research study led by the Faculty of Business and Economics at the University of Pecs, in which more than 200 deaf and hard of hearing young people participated, found that they use social media platforms in a similar way to their peers, mainly to keep in touch and engage with content. However, the results also show that even though text and photo-based contents make it easier for them to use social media, there are still many forms of content such as videos of influencers, which are hard to understand, leading them to mostly avoid communicating and consuming content outside of their community.

A common language

This non-profit organization is aiming to close this gap with its new campaign called ‘Stories by Sign’, which utilizes social media features in order to make it possible for all social media users to get closer and interact more effectively, regardless of their conditions.

On the Day of the Deaf - 29th September - the campaign created as the result of the collaboration of feat. agency and Post For Rent was launched with 100 unique GIF stickers, available on Facebook and Instagram Stories. These stickers explain popular expressions with sign language, they’re easy to understand regardless of sign-language ability and can be found with the #storiesbysign hashtag as well.

The aim is to give young people a tool that fits in their daily habits to allow them to better understand each other. That’s how this campaign is the common language for their joint story.

Move the mountains!

So far, the campaign has seen over 20 influencers from 6 different countries create 38 pieces of content and share the message with their combined audience of over 5.2 million followers. The campaign resonates with influencers in English-speaking countries such as Emzotic and Liam Ferrari, who saw the importance of CRS projects. As an influencer, you have the power to move - if not mountains - but your audience for sure. But as they say, with great power comes great responsibility.

Isn’t it amazing to be given the opportunity to spread joy? The Holidays might be over, but good deeds can last all year long.

Happy 2020!