The Campaign goal is to spread the knowledge of Italian Sign Language among as many people as possible. To do so, we made a niche topic pop, using the trend of TikTok choreographies and matching ISL with famous Italian songs. To boost a non-profit activity - with a media budget of 0$! - the role of PR has been fundamental. Thanks to the authors of the chosen songs and to the spontaneous participation of people, The Sign Dance has become an internet sensation in Italy.