This project focuses on creating awareness through contextual design and strategic thinking by using advertising as the medium.

This project is purposefully dedicated to creating awareness about a particular social issue that is present in a community. During this project, I explored the value of social and community-based design. I increased my knowledge of problem-solving for a new target market by coming up with new design methods, which include facing dilemmas, research, ideation, experimentation, and implementation. The end goal was to create relationships and find relevant design solutions that could make a significant difference in the community.

Welcome to a campaign that transcends misconceptions and celebrates unity. My awareness initiative for the deaf community in South Africa is not just a campaign; it's a journey towards breaking down barriers and nurturing genuine connections.

 It's a call to recognize that the term "deaf community" encompasses more than hearing impairment; it includes the tapestry of families, friends, and dedicated sign language interpreters who weave the threads of communication. My mission is simple yet profound: to reshape perceptions and dispel the notion of deafness as a disability, revealing it instead as a language barrier that can be overcome through understanding and empathy. Together, we can amplify voices, share stories, and foster an environment where diversity flourishes and genuine inclusion prevails. Let's rewrite the narrative, embracing the richness of sign language and the cultural tapestry it represents, while paving the way for a more inclusive South Africa.

Sign Me Up's objective is to provide the general public with fundamental South African Sign Language (SASL) phrases, aiming to dissolve language barriers and ultimately foster inclusivity for the deaf community within South Africa.

Creating this campaign has been a rewarding experience, as it allowed me to delve deeper into the nuances of the South African deaf community while harnessing my creativity to come up with a solution. The combination of illustration and animation proved instrumental in effectively conveying my message to the target audience.  I'm happy to have contributed to raising awareness and fostering understanding for the deaf community in South Africa.