THE BRIEF
An estimated 1.2 million adults in the UK have hearing loss severe enough to impede most conversational speech, lots of those people communicate using British sign language. In 2023 EE, lead sponsor of all four home nations' football teams, bridged the accessibility gap for deaf fans with ‘New Signing’ a campaign which saw a world first - British sign language pundits on BT sport’s coverage of the UEFA Champions League final. A great start, but there was still a job to be done...to not only bring the nation closer to our brand but also to raise awareness of BSL and continue to make accessibility a priority in the beautiful game.

THE IDEA 
Support. It’s In Your Hands was an integrated campaign that harnessed the power of football to encourage and support football fans to learn a brand-new everyday skill…British Sign Language. Created by EE with support from the Royal Association for Deaf People (RAD) and the Home Nations Football Associations.

THE EXECUTION
Working with the deaf set and the Royal Association for Deaf People, we produced short digital BSL lessons featuring some of the most recognisable faces in UK football on EE’s educational hub LearnSmart. Filming with 18 players (and Sarina Wiegman), across the four home nations, signing football and nation-specific phrases so that all fans can be part of the football conversation. A campaign complete with a fully signed launch film, FA x BSL social content, BSL training shirt and match day takeovers.