There are over 10 million deaf individuals and people with hearing disabilities in Brazil. Surprisingly, until 2022, no bank was fully equipped to serve these individuals in the official language they use to communicate. Often, it was the customer who had to improvise, relying on a hearing friend to translate the conversation with the attendant into Brazilian Sign Language (Libras). It was as if the deaf person were a foreigner in their own country.
For the first time in our history, a Brazilian bank offers service in Libras across all its channels. To promote this service, Banco do Brasil gave this community unprecedented visibility.

The communication is 100% in Libras, featuring a cast entirely composed of deaf dancers, accompanied by music specifically composed for them to feel its vibrations. During production, after 214 years, Banco do Brasil finally received its own sign name, a movement that arose from spontaneous initiatives within the deaf community.
The new sign replaced the official brand on social media during the campaign and has become part of Banco do Brasil’s official signature in all communications.