Transforming a handicap into an advantage.

Inclusion is often one-sided: the majority adapts slightly, while minorities carry the burden daily.
Deaf people constantly navigate a world not designed for them.

Borussia Dortmund asked themselves:
what if, for once, the majority experienced exclusion – and the minority had the advantage?

Situation.

In Germany alone, around a quarter of a million people rely on sign language.
This presents a daily challenge for everyone affected. Borussia Dortmund is committed to inclusion – and wants to finally give these people an advantage.

Idea.

On December 3, International Day of Persons with Disabilities, we’re sending a message in sign language. Only those who understand it will know where to pick up exclusive free tickets for the next home game.

Execution.

BVB stars learned sign language especially for this campaign. Their message was broadcast as a video on social media and throughout Dortmund: on DOOH, at the train station, on public transit, at the soccer museum – and, of course, at the stadium.

The message: “Hey BVB fans, come to BVB-FanWelt and pick up your free tickets for the game against Mönchengladbach.”

This way, those affected finally gained an advantage over everyone else – and the
issue of deafness received the attention it deserves.

The German Football Museum in Dortmund

Borussia Dortmund's stadium at night

Our film in train stations

Cell Phone Screen with BVB Social Media Campaign

We also promoted the campaign on social media

Results

Compilation of positive social media reactions to the BVB campaign

estimated 250,000+ people reached, based on footfall data

30.000+ Likes on Social Media

And, most important: all tickets were claimed and given away