One morning, Muharrem, a deaf man living in Istanbul, was shocked to see everyone in his neighborhood responding to him in sign language.

A team from Samsung and the marketing firm Leo Burnett spent a month installing cameras and teaching sign language to residents in his area.

On the designated day, Ozlem went for a walk with her deaf brother, who was astounded to see so many signing individuals in a society where those who can communicate in sign are sometimes few.

Samsung created the advertisement to raise awareness about its new call center for the deaf and hard of hearing in Turkey. It’s encouraging to see advertising that may promote awareness while also improving the planet.