Snapchat raises awareness around sign language with new ASL Alphabet Lens
Snapchat has partnered with SignAll to introduce a new feature, known as the ASL Alphabet Lens, which is now live on the app. This feature aims to improve awareness of sign language and will teach Snapchat users to ‘fingerspell’ through various games and exercises. Built using evolving hand-tracking technology, the new lens can recognise American Sign Language (ASL) gestures and is then able to translate them in-app.
Why is this important?
This new feature provides in-depth insights and examples to help users properly understand the correct way to use many different ASL gestures, promoting both awareness of sign language, as well as inspiring inclusion for the many native users of sign language. For now, this feature is only applicable to American Sign Language, however, it’s a step in the right direction for a platform with a lot of reach, and hopefully its popularity will lead to the implementation of other regional sign languages in the future.
Microsoft Advertising announces open beta for RSA ad customisers
Responsive Search Ads (RSAs) will gain the ability to leverage ad customisers in this quarter’s open beta. These have previously been available for Microsoft’s Expanded Text Ads. RSA customisers can help to create more dynamic ads that feature more product information in the ad copy without actually requiring advertisers to manually change this copy. These enhancements allow marketers to create hundreds of ad variations across what is technically a ‘single ad’.
Why is this important?
Advertisers that have utilised ad customisers for their ETAs can join the beta and bring that customisation to RSAs. These new changes look to mimic the previous functionality from Google Ads, which should make implementation a lot easier.
Government pushes ahead with Channel 4 privatisation
The UK government is going ahead with its plans to privatise Channel 4 despite the pushback from within the advertising industry. The broadcaster is publicly owned but funded by advertising and opened its new headquarters in Leeds last year. Channel 4 have advised they are "legally committed to its unique public-service remit. The focus for the organisation will be on how we can ensure we deliver the remit to both our viewers and the British creative economy across the whole of the UK”.
Why is this important?
Industry bodies including ISBA, the IPA and the Advertising Association have signed a letter alongside a campaign, dubbed 4 The People against the privatisation of the channel. We will begin to see shows which provide little commercial value removed from a platform which typically played a key role in funding underrepresented British films, actors and filmmakers.
Campaign of the Week: Walkers reframes the word ‘fine’ to support mental wellbeing
Walkers is encouraging the nation to open up and talk about their feelings as it launches a campaign to reframe the word “fine”. The “F-word” by VCCP starts comedian and mental health campaigner Ruby Wax, who speaks directly to the camera to explain that the nation says the words “I’m fine” 28 times a week on average and tells people to “say how you really feel”. The digital campaign is supported by a swear jar to fine Brits for using the word “fine”, which will be shared across social media. Wax will also provide her own tips to help people open up.
Irina Panescu, head of media and connections planning at PepsiCo said “walkers have always been about bringing levity and moments of relief to people’s lives – whether it’s through our products or our campaigns. We believe humour is a great ally to start conversations and open up about real feelings, we are on a mission to get the nation talking and looking after mental wellbeing”.
