Hearing management

Updated 20 March 2015

This advert filmed by hidden cameras is going viral

This advertisement, which uses dozens of hidden cameras, will leave you with a lump in your throat! See what happens when strangers start using sign language.


Deaf persons are largely marginalised and this limits the social participation and integration of deaf persons in society.

To help change this, Samsung has launched a new video call center for the hearing impaired. It introduced this with ad called "Hearing Hands". And the 2 minute and 43 second ad is fast becoming an internet sensation.

Read: 7 benefits of sign language

The commercial took one month prepare and Samsung Türkiye and advertising agency Leo Burnett Istanbul done a pretty nifty job when they set out to surprise Muharrem Yazgan, a young Istanbul resident, who has hearing loss.

This simple idea turned out to be just so beautiful. Watch it now:

This is how the ad unfolds

Yazgan and his sister, who is in on the stunt, leave their home on the morning of December 28 2014 when they encounter five strangers who communicate with them using sign language.

In one incident, a man drops a bag of apples and when Yazgan and his sister help pick them up, the stranger says in sign language that he wants to offer Yazgan an apple. He then asks his sister if she knows the stranger and if he is hearing impaired.

Read: Hearing impaired people read body language faster

In another twist, when the siblings get a cab, the driver signs salutations before taking them to a public square for Samsung's big reveal. Here, a digital kiosk displaying a signing Samsung rep for the Samsungduyaneller.com video call center, explains to Yazgan the stunt that had just been pulled off.

He is then surround by several people who have been trained to use sign language. The reactions are priceless!

#SamsungDuyanEller #DuyanEller

A photo posted by @leoburnettist on

Learn more about of hearing loss

Hearing loss is normally divided into two categories: conductive hearing loss and sensorineural hearing loss. One can also have a mixed hearing loss, which is a combination of the two.

People who cannot hear are usually described as being “hearing impaired”. This term includes different types of hearing loss, regardless of the nature, cause and extent.

Here is a closer look at the different terms and descriptions:

Deafness: a word describing a person who cannot use his hearing.

Hard of hearing: a person whose hearing is not within normal limits, but who can use the residue of his hearing (especially aided by hearing aids) to hear speech.

Deaf and dumb: a term used in the past. Nowadays it is inappropriate because all people with a hearing loss can be taught to communicate.

Also read:

Can deaf people 'hear' voices?

Misophonia: when sounds drive you crazy

40 year old woman emotional as she hears for the first time


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Ask the Expert

Hearing Expert

Francis Slabber is a Speech & Language Therapist and Audiologist who has owned and run The Hearing Clinic in Wynberg, Cape Town for the last 17 years. Francis and her team have extensive experience in fitting and supplying hearing aids as well as assistive living devices. Francis has served as the Western Cape Chairperson for the South African Association of Audiologists for three years and has given many talks on the topic of hearing loss and amplification. The Hearing Clinic has a special interest in adult and geriatric hearing impairment, hearing aid fittings and hearing rehabilitation.

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