Sign soup
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ClientGrupo la Moderna
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SectorFood and Beverage
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ClientGrupo la Moderna
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SectorFood and Beverage
Challenge.
It is estimated that about 70 million people worldwide live with some form of hearing impairment. In Mexico, 2.4 million people are affected by this issue, which can hinder their educational, professional, and personal growth, limiting their opportunities.
On the International Sign Language Day (September 23), La Moderna and LLYC introduced an experience with those with speech and hearing disabilities in mind. This experience allowed everyone to write a message that the Sign of Soup translator converted into sign language.
Impact.
We encourage Mexicans to learn sign language for greater inclusivity in the country. This campaign has won a significant amount of international awards, including Círculo de Oro, CLIO Awards, FIAP, One Show, and the Ojo de Iberoamérica.
“Through this campaign, we’re strengthening our dedication to the deaf community and La Moderna’s core value of promoting social inclusion in Mexico. We’ve all enjoyed alphabet soup, and now with this project, we can all learn a little sign language and become more inclusive.”
Solution.
The sopadesenas.com website featured a translator that encouraged people to learn Mexican Sign Language and its alphabet from childhood. The translator converts any message into sign language but with a unique twist: the signs are made of soup noodles, turning the traditional alphabet soup into a sign soup.
A year after its creation, Sopa de Señas became an actual food product of La Moderna, which can now be found in supermarkets and other points of sale.
