Ford's BlueCruise Technology Puts a Spotlight on Accessibility In An Unexpected Musical Way
LONDON—24 JUNE 2024—Today, Ford UK launches a new marketing campaign to shine a light on British Sign Language and Ford's BlueCruise hands-free assisted driving technology. Developed in collaboration with the British Deaf Association, the social-led campaign "#FordBSLCovers" highlights the future of driving and the Deaf community via Ford's BlueCruise feature on its Mustang Mach-E, the UK's first and leading assisted driving technology.
At the heart of the campaign is a British Sign Language (BSL) cover video that not only highlights Mustang Mach-E's hands-free assisted driving mode but also meaningfully brings attention to the Deaf community.
Ford BlueCruise is a hands-free driving assistance feature designed to help make driving more enjoyable, and less stressful. In 2023, Ford became the first automaker to introduce “hands-off, eyes-on” advanced driver assistance technology approved for pre-mapped motorways in Great Britain. To call attention to the technology and the various drivers that can use BlueCruise, "#FordBSLCovers" is putting BlueCruise on full display, starring people who use their hands to communicate. Tapping into the popular social media trend of Deaf creators doing British Sign language covers of popular songs online, Ford partnered with the British Deaf Association, UK's leading membership organisation and registered charity for Deaf people, to celebrate BSL covers of popular songs, starting with Express Yourself by English musician Labrinth.
Catherine Blee, Passenger Vehicle Director, Ford UK and Ireland stated, “Ford BlueCruise hands-free technology is helping drivers across the UK take a step into the future. Motorway driving can be a mundane place to be, but BlueCruise has demonstrated how technology can do a lot of the heavy lifting for drivers and allow for a more enjoyable and less stressful experience. We are incredibly proud of this project with the British Deaf Association and to be working with them to shine a light on the importance of providing access through technology and how this is helping the Deaf and hard-of-hearing communities communicate whilst on the go.”
Directed by Yago Hunt-Laudi, the new film features up-and-coming BSL influencer Charis and Deaf performer Lisa Kelly signing the entire song in hands-free assisted driving mode. To further awareness, Ford and the British Deaf Association are partnering with Song Sign influencers to create additional social content and encourage their followers to learn the signs from our music video and share it with the world.
Ford worked closely with the British Deaf Association to bring this campaign to life, highlighting the importance of BSL and promoting accessibility and inclusion for the Deaf community. BSL has been used for hundreds of years. The earliest printed reference to its usage in the UK is found in John Bulwer’s “Chirologia—The Natural Language of the Hand,” published in 1644. According to official statistics, approximately 151,000 people in the UK use BSL, including 87,000 who are Deaf.
Commenting on the collaboration with Ford, Rebecca Mansell, Chief Executive Officer of the British Deaf Association, said, "At the British Deaf Association, our vision is to have Deaf people fully participating and contributing as equal and valued citizens in wider society. The #FordBSLCovers campaign is a significant step towards this vision, bringing visibility and recognition to British Sign Language (BSL) being used in the UK. By bringing BSL into the mainstream, we are paving the way for a more inclusive society where everyone can communicate and connect. Fostering conversations and initiatives focused on accessibility is crucial for breaking barriers and raising awareness about the Deaf community."
"#FordBSLCovers" will run across Ford UK's Instagram, TikTok and YouTube Shorts accounts and will be supported by paid media across social and editorial. The campaign was developed in collaboration with Bodega London, Wieden+Kennedy's social-first creative studio, and was subsequently produced by WRACK, W+K's in-house production house.