Huawei, the world’s second largest smartphone manufacturer, challenged us to bring to life their brand promise – ‘push the limits of what is humanly possible.’ So we identified a human problem their technology could help solve. There are 32 million deaf children in the world, and most of them struggle to read. This is because deaf children don’t learn to read like hearing children. They can’t learn phonetically, so they struggle to match words with sounds. This has a hugely negative impact on their education and their futures. In fact, new research shows that it takes 21 years for deaf children to catch up with their hearing peers. We agreed three key objectives:

• Use Huawei mobile technology to open the world of books to deaf children

• Improve Huawei brand perception

• Raise awareness of deaf literacy issues

To change the story of deaf illiteracy and show the power of Huawei’s smartphone technology, we needed an idea that offered real change to a generation of deaf children. We created the first global literacy platform for the deaf – StorySign. A ground-breaking free app, StorySign scans the words in selected children’s books and instantly translates them into sign language, using the most advanced signing avatar ever. For the first time, deaf children and their parents can learn to read and sign, together. StorySign uses the power of Huawei’s Kirin AI chip to boost existing OCR technology. AI means the app is more accurate, reads text at 45 degrees with seamless image recognition, and even works in low light conditions for bedtime stories. Available in 11 countries so far, supported by 11 international deaf charities, StorySign truly delivers on Huawei’s promise to ‘push the limits of what is humanly possible’.

Our research revealed the impact of deaf illiteracy throughout life. 90% of deaf children have hearing parents, most of whom do not sign and so can’t share bedtime stories. 57% of deaf students fail to achieve basic school qualifications. And fewer than 40% of deaf adults are employed. The root of the problem is that deaf children struggle to read, because they can’t learn phonetically. Our insight - if we helped them link words with signs, it would hugely increase what is possible for them in the future. Huawei believe in the positive power of AI, their smartphones include an AI chip. So our strategic approach was two-fold. Change the story of deaf literacy for a core audience of families with deaf children aged 0-5 (key for reading development). And improve Huawei brand perception with a broader global audience by showing AI solving a truly human problem.

Executing StorySign took an alliance of world-class partners over a year.

Working with 11 international charities ensured StorySign had the needs of deaf children at its heart.

Penguin Random House, the world’s leading publisher, are adding their library of books.

Huawei’s Kirin AI chip means StorySign is more accurate, can read text at up to 45°, and works in low light for bedtime stories.

Oscar-winning Aardman Animations created ‘Star’, the most advanced signing avatar ever. Every detail appeals to deaf children, from her age (because children learn better from siblings), to her hearing aid (to destigmatise deafness).

Testing with families and schools resulted in an effortless user experience. Select the children’s book, hold your smartphone over the words in the physical edition, and StorySign instantly translates them into sign language. Words are highlighted in sign language order to make that crucial link between words and signs.

StorySign has made such a ground-breaking impact that Huawei have committed to keep the story going, with a £375K donation to deaf literacy projects, launching the app in China, and more books coming soon.

Results have exceeded every objective.

Use innovative mobile technology to open the world of books to deaf children:

•Launched in 11 countries

•Supported by 11 international deaf charities

•52 more books coming in 2019

Raise awareness of deaf literacy issues:

•1.5+ billion global reach (target 604 million)

•128+ million app film views (target 40 million)

•1000+ pieces of international coverage (target 340)

•£11.4 million estimated earned media

Improve Huawei brand perception:

•19.9% uplift within 2 months

Selected media reaction:

•Forbes: “A portal to a whole new world.”

•Wired: “AI translates kids’ books into sign language.”

•Huffpost: “Deaf children shouldn’t miss out on the wonder of books.”

•Metro: “Transforms reading for millions of deaf children.”