British Airways and SigncodeUK have partnered to improve accessible services for customers who are hard of hearing or deaf, which in turn enhances their travel experience. As part of the partnership, signed video footage is released, providing crucial travel information prior to and throughout the trip. These videos, which may be accessed by QR codes or links, offer customised sign language messages.
The first film, which is available on ba.com, gives a thorough rundown of British Airways’ services and includes commentary from Fredrick Da Costa, the airline’s first Deaf CETA. By the end of 2023, a follow-up video that focuses on onboard safety will be released.
British Airways’ Director of Sustainability, Carrie Harris, acknowledged her satisfaction with the collaboration, saying it matched her company’s dedication to providing smooth and respectable travel experiences. SigncodeUK’s Managing Director, Gill Earl, emphasised how fortunate they are to be collaborating with British Airways to improve accessibility, especially for the Deaf population.
Videos are available in American Sign Language (ASL) and British Sign Language (BSL), with plans to expand into additional languages in recognition of linguistic diversity. In the upcoming year, the airline intends to expand its BSL video library.
In addition to SigncodeUK, British Airways works with SignLive to provide Video Relay Services that link clients to BSL interpreters to improve the travel experience for hearing-impaired passengers. Deaf people are also supported through the use of a minicom system.
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