Hearing management

Updated 29 November 2017

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 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

Dr Kara Hoffman graduated from UCT in 2004, thereafter she completed her year of community service in Durban. In 2010 she completed her Masters Degree in Paediatric Aural Rehabilitation from UKZN. In 2016, she became a Doctor of Audiology through the University of Arizona (ATSU). Dr Hoffman and her partner Lauren Thompson opened a fully diagnostic audiology practice called Thompson & Hoffman Audiology Inc. In 2011 with world-class technology and equipment to be able to offer the broad public all hearing-related services including hearing testing for adults and babies, vestibular (balance) assessments and rehabilitation, industrial audiology, hearing devices, central auditory processing assessments for school-aged children, school screening, neonatal hearing screening programmes at Alberlito and Parklands Hospital, cochlear implants and other implantable devices, medicolegal assessments and advanced electroacoustic assessments of hearing. Thompson and Hoffman Audiology Inc. are based at Alberlito Hospital in Ballito, St Augustines Hospital in Durban and at 345 Essenwood Road, Musgrave. The practices are all wheelchair friendly. There are three audiologists that practice from Thompson & Hoffman – including Dr Kara Hoffman, Lauren Thompson & Minette Lister. The practice boasts professional, highly qualified, and extensive diagnostic services where all your hearing healthcare needs can be met. The additional licensing in vestibular assessment and rehabilitation, paediatric rehabilitation and cochlear implantation places this practice in one of the top specialist audiological positions in South Africa, with a wealth of experience in all clinical areas of audiology and is a very well respected and sought-after practice.

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