England stars Harry Kane and Mary Earps link up with Bukayo Saka, Declan Rice and Ella Toone for campaign to teach British Sign Language

In an effort to promote inclusivity and accessibility, EE has launched a groundbreaking campaign titled 'Support. It's In Your Hands' aimed at fostering the learning of British Sign Language (BSL) across the nation. It is a collaborative effort between EE, the Royal Association of Deaf People, and the Home Nations Football Associations. It aims to increase BSL proficiency nationwide and ensure that everyone can actively participate in football conversations. The campaign will be prominently advertised during England's friendly match against Brazil at Wembley Stadium on Saturday.

Notable footballers Lisa Evans and Dion Charles will also contribute to the campaign by providing BSL tutorials. Additionally, a hero film will be produced to showcase the integration of BSL in football. This film will demonstrate various aspects of the sport, highlighting how BSL can be incorporated into the footballing experience.

The campaign's launch is accompanied by a film showcasing the integration of BSL in football. This film, crafted using a combination of archive footage, fan-generated content, and original material, aims to highlight the diverse ways in which BSL can be utilized in football to further inspire individuals to embrace the method as a valuable tool for communication.

EE's initiative comes at a crucial time, as statistics show that an estimated 1.2 million adults in the United Kingdom experience hearing loss severe enough to hinder conversational speech. However, despite the prevalence of hearing loss, only approximately 150,000 individuals in the UK are BSL users, with 87,000 of them being deaf. By promoting BSL education, EE aims to bridge this gap and empower more individuals to communicate effectively.

Looking ahead, projections suggest that the number of people experiencing hearing loss in the UK could rise to 14.2 million by 2035. Recognizing the importance of BSL, the UK officially recognized it as a language in 2002, and it will be offered as a GCSE subject starting from 2025. EE's campaign not only aligns with these developments but also lays the groundwork for a more inclusive society where communication barriers are dismantled.