Cheer Signs
소리 없이 더 크게, 모두의 응원
Film
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About the campaign
Sports cheering has long been built around sound, making it hard for deaf athletes to fully feel the support, and just as hard for hearing spectators to know how to join in. 'Cheer Signs' was created together with deaf athletes and their community — simple visual cheering gestures anyone can follow and see clearly even from a distance. Spreading to the Deaflympics and more than 400 schools, it turned cheering from something built on sound into a new language everyone can share.
AI summary
Ahead of the 2025 Tokyo Deaflympics, Cheer Signs turned sound-based cheering into seven visual gestures rooted in deaf culture, letting deaf and hearing fans share the same emotion. Deaflympics awareness in Japan rose from 14.8% to 73.1%.
Cultural context
The Deaflympics is the international multi-sport event for deaf athletes, marking its 100th anniversary in 2025 in Tokyo. CODAs are Children of Deaf Adults—hearing people raised in deaf families.