Believing in ‘Action Over Words’, brand encourages customers & team members to communicate in sign languageby Shrutee K
National, 23rd September 2021: KFC lovers were in for a quiet surprise, as the brand celebrated International Day of Sign Languages across Special KFC restaurants in the country. Choosing a path of ‘Action Over Words’ to spread awareness and acceptance about sign language as a mode of communication, the brand aptly demonstrated their commitment towards strengthening gender and ability parity with the KFC Kshamata program. On this day, 33 restaurants powered by more than 130 specially-abled team members, spoke one language, without saying a word.
Beckoning customers to give us a sign, Moksh Chopra, Chief Marketing Officer, KFC India, said, “Our founder, Colonel Sanders, firmly believed that everyone had a seat at his table, and his values & beliefs continue to inspire us even today. We have always been committed to enhancing inclusivity for the hearing and speech impaired. What better way to accentuate conversation around inclusivity than helping spread awareness and usage of sign language, on the International Day of Sign Languages? This activation is an important landmark in our journey with KFC Kshamata, wherein we have let actions speak louder than words, quite literally. Our endeavour of encouraging team members & customers to converse in sign language is designed to break down the barriers of communication between the hearing and hearing impaired. Because the truth is you don’t always need spoken words to understand each other.”
There was much intrigue and excitement across the Special KFC restaurants all through the day. With interesting messaging as ‘Give us a Sign’ greeting customers at restaurant entrances, relatable, fun references as ‘Kuch na Kaho’ implored customers to join in the celebration, albeit in signs. Heart-warming scenes of specially-abled team members cheering on and coaching customers in basic signs were witnessed across restaurants. Team members also wore badges indicating ‘Let’s use less words & more signs today’ to help guide customers. Customers were just as sporting and participative; those successfully placing their order in sign language were surprised with an honorary band - a reminder of when they were the true ‘Action Heroes’ saving signing through the day. Another interesting takeaway was a booklet that opened as a poster. Placed on every table at the restaurants, this booklet demonstrated basic signs for catching up with friends and family over their favourite Bucket of KFC chicken. With signs for ‘How are you?’, ‘What plans today?’ to ‘LOL’ - this booklet assured crispy conversations over crispy food. In addition, as a build-up to the day, the brand posted short tutorial videos, rightly titled a ‘Crunch Course in Sign Language’ on their social channels to guide customers on how to place on order in sign language and more. This activation forms an integral part of KFC Kshamata - a pledge towards strengthening our diverse workforce and nurturing a culture of inclusion and mutual respect. With KFC Kshamata, the brand aims to bridge the gender and ability imbalance gap and increase the women workforce at restaurants by 2X by 2024. Likewise, the aim is to double the footprint of Special KFCs by 2024. Until then, Keep Calm and Sign on…!
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