The inclusive campaign of Ciutat Flamenco 2014
In the edition Ciutat Flamenco 2014, Avanti-Avanti Studio proposed to its organizers, Taller de Músics and Mercat de les Flors, to design the festival communication in a more inclusive and accessible way.
Even today, turning a 4-day event into a 100% accessible festival requires many resources. Before starting to design it, we conducted a small survey among representatives of different groups of people with disabilities to focus on those that showed more interest in the theme of the festival. Then we analyzed the characteristics of the festival: facilities, program planning, entertainment and other resources. Finally, we decided to focus on people with hearing difficulties. These were attracted by the visual experience of the flamenco dance. They found parallelism between sign language and the hands of the flamenco artists and some expressed their frustration at not being able to attend more inclusive festivals.
Step 1: We created “Flamenco Sign”. The first flamenco glossary for sign language (for the International System)
If you cannot watch the video click on this link.
“Flamenco Sign” are 4 new signs that did not exist and which are essential to explain what flamenco is and the essence of a flamenco festival: cante (singing) toque (playing) and baile (flamenco) (dancing) as well as Ciutat Flamenco
“Flamenco Sign” has been created for the International Signs System (SSI) It can be explained, grow and used in any part of the World as an inclusive tool of creation, communication and transmission of Flamenco.
Step 2: Design of the accessible and inclusive communication
1. Creative campaign inspired by sign language
In the case of Ciutat Flamenco the main objectives were bringing flamenco to new audiences, show the creative possibilities of resources and accessibility codes and make Flamenco a setting for creation and meeting for people with diverse sensory and physical skills.
The campaign always played with its parallel interpretation and the element of surprise. The images of “Flamenco Sign” transmit to everyone, clearly, the essence of the festival and flamenco, they also take a new sense to discover their meaning in sign language.
For the full project on the web click here.
2. Actions and resources for accessible communication.
Most people with diverse sensory abilities get information on the activities going on in their city through the organizations or groups representing them. Avanti-Avanti collaborated with the Municipal Institute for People with Disabilities in Barcelona to inform to all groups of deaf people about the program of the festival as well as about the new accessibility resources, by sending information material adapted to their needs.
The video presentation and prior to the festival performances were subtitled and Sign Flamenco was incorporated.
If you cannot see the video click here.
The program of the first day included a public service with an interpreter of sign language. The performance of Eva Yerbabuena same day also had a brief introduction to the show during the accessible flamenco workshop with live subtitling service and interpretation in sign language.
3. Festivals as spaces for participation and attracting new audiences.
To meet the needs of people with disabilities is an approach to inclusion, but to turn a Festival into a space of inclusion requires a step further. It is necessary to open spaces where people with diverse sensory and physical abilities work with a common objective and learn from each other. In the case of Ciutat Flamenco, the introduction workshop with Juan Carlos Lérida opened that space, a space where flamenco was the excuse to connect with our body and with those around us.
The objective of this practical workshop was to explain the basis of the flamenco to everyone, taking into consideration those with hearing disabilities. To the first workshop Avanti- Avanti Studio invited Juan Carlos Lérida, ideologist, choreographer and commissary of the different cycles of Empiric Flamenco, to share his vanguardist and inclusive views of this art.
For an hour, and with sign flamenco as vehicle, the different expressions of flamenco were explained. Through various theoretical and practical proposals attendees learned the main stages of this art which are called “palos” and what the different dynamics of a flamenco show are.
For the workshop to be accessible and inclusive, interpretation in sign language was creatively incorporated, also live subtitling and “Flamenco Sign” (the new glossary for sign language).
Avanti-Avanti Studio is a creative studio specialized in Design for All (Universal design). For 14 years we are responsible for the creativity and communication design of the festival Ciutat Flamenco. In this edition, the studio has also collaborated with the Mercat de les Flors and Taller de Músics in order to make this festival more inclusive and accessible for people with hearing disabilities.