New campaign combats TikTok’s fake sign language problem
The engaging social-first campaign uses dance as a means of rooting out incorrect British Sign Language content and educating audiences properly
Platforms like TikTok have emerged as a great way of sharing educational content to huge audiences. However, it’s not educational if the facts are wrong. Unfortunately incorrect British Sign Language (BSL) has been spreading on TikTok, with 89% of people fluent in it having come across fake sign on the platform.
Deaf communications charity Signature teamed up with independent agency Recipe on a campaign that aims to combat the issue and entertain audiences using the very same channels.
@signaturedeaf Fake sign language is spreading on TikTok, learn our #BSL dance and help fight fake sign. Performed by: Raffie Julien Dancer, creator and native signer. Music: Hotter Now – LU KALA #BSLresign #NativeSigner #FightFakeSign #deaftiktok ♬ original sound – SignatureDeaf
“TikTok as a platform has huge potential to reach a younger audience and make them feel part of a community; something which can be difficult to find for deaf young people in particular,” says Signature executive director Lindsay Foster.
The social campaign, named Re/Sign, involves a dance challenge that seeks to outweigh the fake BSL content trending on the platform. Three songs have been translated by BSL consultant Cherie Gordon, which have been brought to life through film and dance by deaf creatives, including dancers and choreographers, as well as director Sam Arnold. The performances are accompanied by explainers that people can learn from.
@signaturedeaf LEARN & DUET this DANCE and help stop the spread of fake sign language. Performed by: Chris Fonseca Dancer, creator and native signer. Music: This is Me – KULLAH ft. Jessy Covets. #BSLresign #NativeSigner #FightFakeSign #BSL ♬ original sound – SignatureDeaf
“Sign language has become a pop culture trend in music and social media, but it is often overshadowed by incorrect teaching and cultural appropriation,” says Arnold.
“The collaboration with Signature, Recipe, and [production company] The Sweetshop has been instrumental in bringing awareness to our mission: to provide an accurate platform for teaching BSL, educate TikTok users about cultural appropriation and incorrect or fake sign language being taught across social media, and reshape the representation of BSL in social media to respect our deaf culture and beautiful BSL. We also aim to spotlight the deserving talents of deaf dancers in the music industry, celebrating the richness of sign language.”
