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How Sainsbury's created Signsbury’s, an inclusive store for the local community
From a lack of knowledge of sign language to audible rather than visual guides, frequently the inclusivity many companies are trying to champion does not extend to those with hearing loss.
Izzy Ashton
Deputy Editor, BITE CreativebriefSainsbury's
For Sainsbury’s 150 Days of Community birthday celebrations, we unveiled Signsbury’s: a deaf-friendly initiative to promote increased inclusivity in society. 100 staff learnt how to sign, in-store screens taught sign language for products and sign-singers entertained customers.
- Agency:
- Gravity Road, London
Sector
Retail
Bite Insight
It is estimated that around 11 million people in the UK live with hearing loss according to Action on Hearing Loss. These are individuals whose lives are often impeded by the lack of a support structure in place. From a lack of knowledge of sign language to audible rather than visual guides, frequently the inclusivity many companies are trying to champion does not extend to those with hearing loss.
As part of Sainsbury's 150 Days of Community initiative, a scheme launched as part of the brand's 150th anniversary celebrations, the Bath superstore was renamed Signsbury's. Working with Gravity Road, the initiative has been supported by Sam Book, a Sainsbury’s colleague who is deaf and Rachel Shenton, the Oscar-winning writer and actress who famously signed her 2018 acceptance speech for The Silent Child.
In-store, there are visual guides and screens to help customers sign with Sainsbury’s staff who have been taught key words and phrases in British Sign Language by local school I Can Sign. Children who learn how to sign basic phrases can also Sign for a Snack, where they will be given a piece of fresh fruit. Sainsbury's have created a series of online video guides to provide both staff and the public with a skill they can use for life.
The renaming is part of the supermarket's push to celebrate the inclusivity of the community and encourage staff and customers to sign with one another. The store was designed to be a supportive environment for both staff and customers in the local community.
The 150 Days of Community initiative gives the supermarket's 185,000 colleagues across the UK a chance to volunteer for a cause they feel passionately about in their local community. Each store picks a cause and for the Bath branch, their pick was local school I Can Sign.
The first, and perhaps most important place, where inclusivity matters is at work. By making such a public declaration of support, Sainsbury's is helping to create an environment, and ultimately a workplace, where all its staff and customers feel equally included.
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