Unilever’s “Dirt is Good” Campaign

Unilever’s iconic “Dirt is Good” campaign celebrates the value of play and exploration in learning. To spread this empowering message to the deaf and hard-of-hearing community, Unilever partnered with Yunikee to create British Sign Language (BSL) versions of the campaign, ensuring inclusivity of the deaf community audiences in the UK.

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Objectives

  1. Enhance Accessibility: Make promotional material for Srikant accessible to the deaf and hard-of-hearing community through Indian Sign Language (ISL).
  2. Strengthen Inclusivity in Indian Media: Set a precedent for other media companies in India by providing content accessible to all segments of society.
  3. Improve Brand Image: Position T-Series as a socially responsible brand, committed to inclusivity and accessibility.

Strategy & Execution

  • British Sign Language Content Adaptation: Yunikee collaborated with Unilever to adapt key messages into BSL, preserving the campaign’s emphasis on learning through exploration and freedom of play. Yunikee enlisted experienced BSL interpreters to ensure authenticity and relatability.
  • Video Production: Yunikee produced BSL-enhanced ads with interpreters seamlessly integrated into live-action and animated content. Yunikee also created engaging visuals to connect with diverse audiences, including children and educators.
  • Cross-Platform Distribution and Optimization: Unilever and Yunikee launched BSL-inclusive videos on social media, digital ads, and Unilever’s UK website with subtitles and closed captions. Targeted social campaigns increased the reach within the deaf community.
  • Community Engagement: Unilever partnered with deaf organizations in the UK to promote the campaign and gather feedback. They organized focus groups to refine content and establish best practices for future inclusivity efforts.

Results

  • Enhanced Campaign Reach: BSL supported videos saw 25% higher engagement from deaf and hard-of-hearing audiences.
  • Positive Response: Unilever received an overwhelmingly positive feedback from the deaf community praising Unilever’s inclusivity.
  • Improved Branding: A 20% improvement in brand perception among accessibility-conscious audiences was reported.
  • Increased Awareness and Influence: Inspired by this campaign, other brands adopted BSL and accessibility practices in their campaigns.

Conclusion

By integrating BSL into the “Dirt is Good” campaign, Unilever and Yunikee set a benchmark for inclusive advertising, making a lasting impact on accessibility and diversity in the UK market.