EE has launched a new campaign in partnership with a host of UK footballing stars to help the nation learn British Sign Language as a catalyst for inclusivity.
Recruiting the likes of Harry Kane, Mary Earps, Bukayo Saka, Rachel Corsie, Sarina Wiegman and Dion Charles to the cause, each player will offer vital upskilling tutorials to help educate British people.
Developed with the Royal Association for Deaf people (RAD) charity and the respective football associations of the Home Nations, EE’s “Support. It’s In Your Hands” campaign will aim to keep the 87,000 British Sign Language users in the Deaf community involved in the football conversation.
“We are committed to ensuring football is a sport for all. As the lead partner of the Home Nations Football Associations, we are proud to drive positive transformation and make the game more accessible for everyone,” BT and EE marketing communications director, Pete Jeavons said.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
‘Support. It’s In Your Hands’ aims to bring about tangible change and increase awareness of British Sign Language. We want to encourage everyone to play their part and make a difference to the shared enjoyment of the beautiful game.”
Devised by creative agency Havas Play UK, the campaign will be centred around a 60-second hero film that illustrates how football fans come in all shapes and sizes and how none of them should face barriers in enjoying the sport they love.
Havas Play UK managing partner, Lucy Basden-Smith added: “British Sign Language acts as a communication bridge between communities.
“With this campaign, we wanted to show that by everyone learning even just a little BSL, we can help to ensure that all football fans are involved in the conversation. It is our hope that ‘Support. It’s In Your Hands’ will empower the nation to embrace equality in the ways we support and consume the game”.
