The UK car market is crowded with new electric vehicles (EVs), and we needed to position Ford as leaders in electrification and synonymous with EV culture. So we decided to showcase the most cutting-edge tech in the Mustang Mach-E: Bluecruise, the UK’s first hands-free assisted driving technology.

People love singing while driving, and it’s been part of pop culture for ages. However, the Deaf community haven’t been able to do that, until now.

We saw an opportunity to raise awareness for British Sign Language with the Ford Mustang Mach-E’s hands-free mode. 

With the Ford Mustang Mach-E’s hands-free mode, now everyone can sing while driving — even the Deaf community. So we partnered with the British Deaf Association, UK's leading registered charity for Deaf people, to create Ford BSL Covers: a BSL cover of Express Yourself by British musician Labrinth, starring Deaf talents Charis Townsend & Lisa Kelly sign-singing in hands-free mode.

To further raise awareness, we partnered with BSL influencers to create additional social content encouraging their followers to learn the signs and share them with the world.

Ford BSL Covers not only highlighted the Mustang Mach-E's hands-free mode but also meaningfully brought attention to the Deaf community. To represent the Deaf community authentically, we: 

• Ensured equal access to opportunities with an open casting call
• Engaged BSL interpreters for every meeting
• Had a BSL performance coach on set to ensure accurate signing
• Included a BSL version of our press release
• Shared learnings to inspire more Deaf-friendly shoots

Through this, we reached 28 million impressions and 1.4 million engagements on social while internally, Ford has committed to more Deaf-inclusive policies.

Catherine Blee, Passenger Vehicle Director, Ford UK and Ireland: “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.”