Bodega, W+K London's in-house social studio, and Ford UK launched the "#FordBSLCovers" campaign to promote British Sign Language and its BlueCruise hands-free driving technology. People love singing while driving, and it has been part of pop culture for ages. However, the Deaf community hasn’t been able to participate—until now.

In partnership with the British Deaf Association, the campaign highlights the features of the Mustang Mach-E while raising awareness of the Deaf community.

At the heart of the campaign was a British Sign Language (BSL) cover video that showcased the Mustang Mach-E's hands-free assisted driving mode while meaningfully bringing attention to the Deaf community.

Ford BlueCruise is a hands-free driving assistance feature designed to enhance the driving experience. In 2023, Ford became the first automaker to introduce “hands-off, eyes-on” advanced driver assistance technology approved for pre-mapped motorways in Great Britain. The "#FordBSLCovers" campaign showcased BlueCruise, featuring drivers who communicated using their hands. Tapping into the trend of Deaf creators performing BSL covers of popular songs, Ford partnered with the British Deaf Association, the UK's leading charity for Deaf people, to celebrate BSL covers, starting with “Express Yourself” by Labrinth.

Catherine Blee, Passenger Vehicle Director for Ford UK and Ireland, stated, “Ford BlueCruise hands-free technology helped drivers across the UK step into the future. Motorway driving can be mundane, but BlueCruise demonstrated how technology eased the experience. We are proud of this project with the British Deaf Association, highlighting the importance of access through technology for the Deaf and hard-of-hearing communities.”

Directed by Yago Hunt-Laudi, the film featured BSL influencer Charis and Deaf performer Lisa Kelly signing the entire song in hands-free driving mode. To raise awareness, Ford and the British Deaf Association partnered with Song Sign influencers to create additional content, encouraging followers to learn and share signs from the music video.

Ford collaborated closely with the British Deaf Association to emphasize the importance of BSL and promote accessibility for the Deaf community. BSL has been used for centuries, with the earliest printed reference found in John Bulwer’s 1644 work “Chirologia—The Natural Language of the Hand.” Approximately 151,000 people in the UK use BSL, including 87,000 who are Deaf.

Rebecca Mansell, CEO of the British Deaf Association, commented on the collaboration, stating, "Our vision is for Deaf people to fully participate as equal citizens in society. The #FordBSLCovers campaign was a significant step towards this vision, bringing visibility to BSL in the UK. By mainstreaming BSL, we pave the way for a more inclusive society where everyone can connect. Initiatives focused on accessibility are crucial for raising awareness about the Deaf community."

The "#FordBSLCovers" campaign ran across Ford UK's Instagram and TikTok accounts and was supported by paid media on social platforms. It was developed with Bodega London and Wieden+Kennedy's social-first creative studio and produced by WRACK, W+K's in-house production house.

Gabriel Marchi, Head of Bodega London (W+K's in-house social hub), said, "This feature allowed people to drive comfortably while enabling the Deaf community to communicate, reinforcing Ford’s commitment to accessibility. Partnering with the British Deaf Association to give BSL the recognition it deserves made it even more special."

Ford BSL Covers not only highlighted the Mustang Mach-E's hands-free mode but also meaningfully brought attention to the Deaf community. To represent the Deaf community authentically, we:

• Ensured equal access to opportunities with an open casting call.
• Engaged BSL interpreters for every meeting.
• Had a BSL performance coach on set to ensure accurate signing.
• Included a BSL version of our press release.
• Shared learnings to inspire more Deaf-friendly shoots.

Through this, we reached 28 million impressions and 1.4 million engagements on social media, while Ford has committed to more Deaf-inclusive policies internally.