Signature protecting British sign language through social-first production

RCP spotted a quiet but growing cultural slip.
As sign language content spread across TikTok and Instagram, well meaning creators were often sharing incorrect BSL, leaving young deaf audiences feeling misrepresented, and slightly written out of their own language.

With no media budget to lean on, the opportunity was to fix the issue at source. No finger wagging. No killing the vibe. Just a smarter way to shift behaviour.

RCP proactively partnered with Signature, the leading charity dedicated to improving communication between deaf and hearing people, and shaped a social first platform designed to travel naturally through feeds.

We brought it to life through production, creating RE/SIGN: platform native dance choreography that teaches accurate BSL in a way people actually want to copy and share. Led by a deaf director and powered by deaf choreographers, dancers and crew, we captured multiple challenges, tutorials and community pieces in one smart shoot built for participation, not interruption.

The result? A campaign driven by people, not paid media. 3.5 million impressions. 800K+ views. 13K+ organic interactions. Picked up by national press including The Times and featured on BBC Breakfast, helping push the conversation far beyond social feeds. Proud finalist at the Campaign BIG Awards for Best Use of Social, RE/SIGN is proof that when craft meets culture, social can genuinely move things forward.

all things: built to communicate