For kids, brushing is boring. They don't want to do it. Parents can us use all the tricks, one of them being playing videos the time to brush their teeth in accordance with dental guidelines (2 minutes) But what about deaf children? There's a lack of inclusive and innovative content for them. For this reason, we've created Colgate Sign Language Tales, videos told through sign language to keep deaf children entertained for two minutes.

For parents getting their kids to brush their teeth can be a daily battle, however, Colgate makes it easier through fun and engaging 2-minute stories, but what happens when the kids can't hear?

Colgate Sign Language Tales was born out of that question. The inclusive platform aims to entertain the hearing impaired kids with thematic avatars for each 2-minute story where the sign language is as precise as a human, for the child to understand. To accomplish that feat the graphic artists were also hearing impaired.

To activate the platform we had to reach the parents first, as they would give the material to their children. We also communicated to the deaf community and other hearing impairments. We wanted to give the deaf community ownership and pride over the content and as they are a tight-knit community they would share the content faster.

To make brushing fun for deaf kids, we've created stories lasting 2 minutes, the recommended brushing time. All the stories were written by Claire Freedman, a kid's writer and developed as cartoons for deaf kids, all the characters in the story were talking through sign language, to make communication seamless the graphic artists behind the character animation were also hearing impaired. With the avatars and stories combined, all children can now have fun brushing their teeth.

Increased engagement with deaf kids whilst they were brushing their teeth and has made winning the battle for brushing kids teeth a little easier for every parent, giving the deaf community ownership and pride over the content.