At EE we know that the more diverse and inclusive football is, the better it is. That’s why – as Lead Partner of the Home Nations – we support the game’s under-served communities; from girls to para-players.
However, we’ve seen that Deaf fans are too often excluded from the mainstream football conversation.
Introducing: ‘Support. It’s In Your Hands’.
Launched with the Royal Association for Deaf people [RAD], this multi-channel campaign sought to inspire a nation of potential British Sign Language users to learn the basics of BSL through the power of football.
From deaf mascots signing national anthems at Home Nations fixtures and players wearing unique finger-spelled shirts, to deaf influencer activity and BSL challenges co-created with the FA, we reached millions.
Meanwhile, with the help of players like Harry Kane and Mary Earps we created a popular series of interactive BSL lessons for every fan.
Besides having upskilled 250+ EE and Wembley Stadiumstaff with Deaf awareness training, we’re proud that those who saw the campaign are x3 more likely to have learnt a BSL phrase in the last year vs. the national average. And that our partner RAD saw a 32% upsurge in their brand awareness.
No wonder that England women’s player Hannah Hampton – who has family affected by deafness – has called it “an amazing campaign.”
