Fulcrum Awards 2021 – Best Use of Creativity and Innovation
Last year due to the extraordinary situation at hand, doing an on-ground Christmas celebration with our seniors was impossible, but we still wanted to bring the joy and happiness to seniors while creating visibility for the brand through a Christmas campaign.
The campaign idea involved 6 senior from Columbia Pacific Communities (CPC) came together to create present a heart-warming performance for the speech and hearing-impaired people over a zoom call. Their performances were recorded and then played to over 400 speech and hearing-impaired people from institutes such as Bajaj Institute of Learning for Deaf Children, Dehradun; C. R. Ranganathan School for Deaf, Pune; Noida Deaf Society, The Stephen High School for the Deaf and Aphasic, Mumbai and members of sign language interpreter app, SignAble.
This unique initiative #SignsOfLove reinforced the fact that love knows no language and barriers, and sometimes it is actions more than words that bring people together and also won the award for Best Use of Creativity and Innovation at Fulcrum Awards 2021.