Optus launches TikTok sign language filter with Ian Thorpe
Optus has announced the launch of its first TikTok sign-language activated filter.
The filter shows TikTok users how to say key phrases in Auslan, such as “How are you?” and “Yes”.
Optus brand ambassador Ian Thorpe is featured in the campaign.
The effect had 40 videos under it at the time of writing
Optus head of marketing, Mel Hopkins, said: “Building off the impact of educational content in Australia, as well as the success of causal content on TikTok, we believe there is potential in developing a hashtag challenge that teaches Australians rudimentary sign language.
“Communication comes in a variety of forms. Illustrating this to all Australians we believe is important in an optimistic and everyday way.”
Brett Armstrong, general manager of TikTok Global Business Solutions, Australia and New Zealand added: “Optus have been one of our most innovative partners, the first to run a Branded Hashtag Challenge in Australia and now launching this cutting edge campaign. TikTok is a place where diverse communities thrive and everyone can feel welcome, and it’s exciting to see Optus leaning in so creatively to what makes our platform so special.”
Thorpe said: “Recent studies suggest that one-in-six people in Australia are deaf or hard of hearing but despite this, barely any of us can use sign language. Optus wants to inspire change and have created the world’s first TikTok sign language activated filter that I am proud to be a part of.”
The filter can be found on TikTok by searching for the “SignYes” lens in the Discovery tab.
TikTok also recently launched SparkAds, which enables brands to sponsor existing videos on the platform.
