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British Airways revolutionizes travel for deaf customers with new partnership

Monday, December 11, 2023

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British Airways has teamed up with SigncodeUK to elevate its accessibility services for Deaf and hard-of-hearing customers. The collaboration introduces signed video content, offering essential travel information both before and during the journey. These videos, accessible via links or QR codes, provide personalized messages in sign language.

The initial video, available on ba.com, presents a comprehensive overview of British Airways’ services, featuring insights from Fredrick Da Costa, the airline’s first Deaf Customer Experience Agent. A follow-up video, focusing on onboard safety, will be released by the end of 2023.

Carrie Harris, Director of Sustainability at British Airways, expressed pride in the partnership, aligning with their commitment to seamless and dignified travel experiences. Gill Earl, Managing Director at SigncodeUK, highlighted the privilege of working with British Airways to enhance accessibility, particularly for the Deaf community.

Recognizing linguistic diversity, videos are provided in British Sign Language (BSL) and American Sign Language (ASL), with potential expansion into other languages. The airline plans to grow its BSL video content in the coming year.

In addition to SigncodeUK, British Airways supports Deaf customers through a minicom system and collaborates with SignLive for Video Relay Services, connecting customers to BSL interpreters.

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