We swapped the newsreader window and the sign-language interpreter window. We approached the executive producer of "The World this Week" to feature the sign language interpreter on the big part of the screen and the newsreader in the cutaway window during "Deaf Awareness Week". The topic was also discussed during the show by the newsreader and a line scrolled intermittently throughout the hour long programme.

The idea cost nothing to execute. This programme is also broadcast on SABC Africa, thus reaching the entire continent. It was a relevant, timely communication and an oppurtunity for the SABC to exercise their social responsibility mandate. The message engaged with all Africans through a simple shift in editorial style.