Opening the world of books to 32 million deaf children, StorySign truly embodies Huawei’s brand promise to ‘push the limits of what is humanly possible’. The first global literacy platform for the deaf, StorySign was created by an alliance of international partners, including 11 deaf charities, Academy Award-winning animators, and the world’s leading publisher. This revolutionary app shows how AI can make a positive difference, by helping to solve a human problem. And nothing is more human than a child being able to enjoy a bedtime story for the first time.

Huawei are the world’s second largest smartphone manufacturer. Their brand promise is to ‘push the limits of what is humanly possible’, and they challenged us to bring it to life in way that made a positive difference in society. There are 32 million deaf children in the world, and most of them struggle to read. Deaf children can’t learn phonetically, so they struggle to match words with sounds. This has a hugely negative effect on their futures, reducing their opportunities, impacting on their employability, future earnings, even their health. In fact, new research shows that it takes 21 years for deaf children to catch up with their hearing peers. We agreed three objectives:

• Raise awareness of deaf literacy issues

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

• Improve Huawei brand perception

We created the first global literacy platform for the deaf – StorySign. A revolutionary 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, the world’s 32 million deaf children and their parents can learn to read and sign, together. StorySign uses the power of Huawei’s Kirin AI chip to boost performance. 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 across all Android devices and launched in 11 national sign languages, through StorySign Huawei has shown how a brand promise, for them ‘push the limits of what is humanly possible’, can deliver real change, in this case changing the story of deaf illiteracy for a generation of deaf children.

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 to create.

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, so deaf children can enjoy the same stories as their hearing friends.

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).

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.

“This app could make a big difference for deaf children and their parents.” - Dr Kate Rowley, University College London.

“StorySign is a crucially important thing that’s never been done before.” - Becky, mother of a deaf child.

StorySign has made such an impact for the deaf community that Huawei are keeping the story going, launching the app in China, and adding more books.

Raise awareness of deaf literacy issues:

•1.5bn+ global reach (target 604 million)

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

•1000+ pieces of international coverage (target 340)

•£11.4m estimated earned media

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

•Launched in 11 countries

•Supported by 11 international charities

•52 more books coming in 2019

Improve Huawei brand perception:

•+19.9% within 2 months

Selected media reaction:

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

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