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When Muaharrem, a hearing-impaired man from Turkey, stepped out into the streets of Istanbul one day, he had no idea what he was walking into.

Unbeknownst to him, his sister Ozlem, the people of his town, Samsung and an ad agency teamed up to literally make the young man’s day.

For the past few months, his townspeople diligently learned sign language while Samsung ran around installing cameras all over the place.

Once the plan was finally set in place, Ozlem took her brother out for what seemed like a normal day trip, but soon Muaharrem noticed something was amiss.

Watch the video above to find out why Muaharrem was moved to tears. You will be too.