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In a KFC campaign, they captured the hearts of an entire nation when KFC’s top executives were the first to volunteer for the project by plugging their ears for the entire day. Their lives were filmed and widely shared on various social networks. Meanwhile, A Deaf Day was launched at KFC Special Serve stores where customers were served by deaf people to help consumers experience deafness themselves. Additionally, consumers could interact with the touch screen posters installed inside the stores to understand the life and dreams of deaf KFC employees.