To draw attention to "Deaf Awareness Week" and to make people take notice of the hearing impaired.

The idea cost nothing to execute. This programme is also broadcast on SABC Africa, thus reaching the entire continent. It was a relevant, timely communication and an oppurtunity for the SABC to exercise their social responsibility mandate. The message engaged with all Africans through a simple shift in editorial style.

We swapped the newsreader window and the sign-language interpreter window. We approached the executive producer of "The World this Week" to feature the sign language interpreter on the big part of the screen and the newsreader in the cutaway window during "Deaf Awareness Week". The topic was also discussed during the show by the newsreader and a line scrolled intermittently throughout the hour long programme.

Television news and actuality are widely watched in South Africa. We increased awareness of the hearing impaired without spending a cent on producing or flighting traditional commercials.

Certain television news and actuality programmes on South Africa's national broadcaster, the SABC, have a small on-screen window with a sign language interpreter. Whilst reviews have become accustomed to the sign-language window to the point of not noticing it any more, it is extremely valuable to hearing impaired viewers as it allows them access to the programming. Our strategy was to use the news in an innovative way to highlight "Deaf Awareness Week".