KFC India earned their first win at the Effies with a Bronze in the category of 'Positive change on social good - Diversity, Equity and Inclusion' for the 2021 International Day of Sign Languages Campaign.
Completed in September of 2021, the International Day of Sign Languages campaign is one that KFC India runs every year as part of their social purpose platform, Kshamata (meaning “potential”).
Since 2008, KFC India has been a pioneer in empowering the speech and hearing impaired by extending employment and growth opportunities through Kshamata.
KFC India’s annual campaign explores the greatest bridge between our specially-abled team members and consumers – sign language. If everyone can learn to speak one common language (sign language), then we can increase our ability to understand one another and reduce the need for people to navigate their disability or impairment.
The 2021 Kshamata campaign is based on this insight that understanding each other doesn’t depend on the spoken word, it needs a shared language, the sign language. On International Day of Sign languages KFC India went silent across its Special Restaurants and encouraged consumers to communicate with Specially Abled team members in Sign Language. To enable this there were multiple sign language tutorials put out across restaurant touchpoints and social media platforms of the brand. Thousands of customers that walked into KFC that day attempted to learn and communicate in sign language, making team members feel included and understood.
KFC's ambition in India is to increase the number of women working in our restaurants by 2X and double the footprint of our restaurants operated by hearing and speech impaired team members by 2024. Enabling the learning of sign language across touchpoints, including our restaurants, is an important key to creating a more equitable and inclusive environment, where all can thrive.
Congratulations to KFC India for this exciting recognition and for incredible progress they’ve made on this journey.