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Channel 4 to air first ever sign language-only TV ad from Maltesers

This week Channel 4 will air what is believed to be the first ever sign language-only TV ad:

As part of a campaign to promote diversity around the Paralympic Games, confection company Mars will promote Maltesers in a 30 second ad.

It will not initially air with subtitles, but they will be added later. The move is, as the Memo reports, to remind people of “the barriers hearing impaired people face when sign or subtitles are overlooked”.

Channel 4’s ‘Meet the Superhumans’ ad Photograph: Channel 4

Channel 4 launched a ‘Superhumans Wanted’ competition in April, offering £1m in free TV ad space to the strongest campaign featuring disability and disabled talent. The winners – Mars was one – were offered airtime beginning in the Rio Paralympic Games opening ceremony this Wednesday.

Source: The Memo

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Rich started PRexamples.com in January 2012. It has been named Vuelio's top PR blog. He runs consumer PR agency Radioactive PR, which has two offices in the UK. He also wrote 'Myths of PR', which went on to become Amazon's best-selling PR book within days of release. In March 2013, Rich co-founded blogger outreach service bloggabase.com. He tweets about PR stunts, campaigns and other media bits and pieces @RichLeighPR

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