We needed to find a radical and disruptive idea that would capture the audience. And so for the first time ever on national television we flipped the roles of the news reporter and the sign language interpreter, creating a friendlier and more accessible news broadcast for all deaf people across the country. Because it makes sense for deaf people to be able to see clearer what’s being said. For the first time deaf people felt like they had been given a voice on the news.

As a result:More and more people became aware of the deaf awareness month and this was by far the most successful project that the SABC has ever done around this issue. It was so greatly received by all those who watched that SABC is even thinking about doing the same thing again this year but now across all their news channels.