A Message Just for Deaf People: Public Service Announcements on Depression in American Sign Language

A 60-second PSA features critical information about depression symptoms and the importance of seeking help early. Suicide is mentioned as one possible outcome of untreated depression. The spot features a deaf woman who is withdrawing from her deaf friends, isolating herself at home. “When one suffers, we all suffer” is the tag line associated with this spot as well as the campaign as a whole (although the translation of that line in ASL is a bit different). The second spot features an ethnically diverse cast and appearances by four local deaf professionals – a radiologist, a lawyer, a veterinarian, and a priest. The message is that deaf and hearing people alike can be high achieving but that deaf and hearing people also can become depressed and in need of treatment. This PSA was edited into both 30 and 45-second lengths, allowing broadcasters to chose which of the three PSAs (30, 45, or 60-second) would best suit their broadcast schedules. All three PSAs feature closed-captions in English. However, the creative decision was made to have no soundtrack on any of the spots. Our goal in this decision was to capture the attention of hearing people (including hearing individuals in families with deaf members) who would suddenly notice that their TV has gone silent. In addition to the ASL communication, all three PSAs featured references to common deaf experiences such as a flashing light to indicate a ringing doorbell which also played into the concept of a brightly flashing alert that opens all three spots: “A message just for deaf people.” All three ads also present contact information for the DWC at the end and the APF and Ad Council logos.