Virgin Atlantic releases ad done only in sign language to highlight inclusivity

Airline Virgin Atlantic has launched a new ad done entirely in sign language to reveal that it has become the first UK airline to offer British sign language (BSL) trained crew.

The airline partnered with Remark!, a UK based, deaf owned and ran organisation to provide bespoke, aviation themed BSL training to a hand-picked group of cabin crew.​

These crew members will be available on flights to provide additional communication support upon request. 

To show off this new assistance service, the airline launched a spot and a campaign showcasing how the BSL-trained cabin crew works. The spot features the Channel 4 interpreter speaking in BSL without subtitles against a green screen. 

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A Virgin Atlantic air stewardess then walks into the scene and the background transforms into the airline's iconic red. As she begins signing with the Channel 4 interpreter, subtitles and voiceover appear in the spot. 

The two then sign together to announce the airline's new BSL trained crew. 

Following the ad, a supporting PR campaign was devised in collaboration with deaf English rugby player Jodie Ounsley and content creators Hermon and Heroda Berhane. 

As part of the campaign, Ounsley, Hermon and Heroda put the airline's BSL trained cabin crew and service to the test. Their experience was captured in a film. 

The film showcased the trained crew providing the airline's signature warm welcome in BSL, assisting with onboard navigation, alerting passengers to onboard announcements and offering assistance with accessible in-flight entertainment. 

In addition to appearing in the film, Ounsley, Hermon and Heroda will be sharing their feedback with Virgin Atlantic's newly created accessibility advisory board. The board will include leaders from across the industry each with their own personal experiences of accessible travel, who will review processes and products and help shape the development of new offerings to ensure Virgin Atlantic continues to empower customers to travel the world. 

In addition to ongoing BSL training, Virgin Atlantic has also committed to increase the subtitled options available on in-flight entertainment and increase the clarity of services and links to special assistance contact within Virgin Atlantic’s 'my booking' platform and the introduction of 'sign live', an on-demand BSL interpreter for customer service teams ensuring support at all points along the journey.  

“Until recently I didn’t feel confident enough to fly on my own but knowing that airlines such as Virgin Atlantic can provide specially trained crew with the awareness and understanding to make me feel comfortable onboard is really empowering," said Ounsley. 

“It’s amazing to see the feedback myself, Hermon and Heroda provided is going to help make the experience of flying even better for deaf travellers in the future. I can’t hear without my cochlear implant, so things like increasing the availability of accessible movies and TV will mean I can enjoy even more entertainment onboard.” 

While onboard, Hermon and Heroda shared that they found it ‘surreal’ to feel understood and commented that being able to communicate their requirements and needs made the world of difference.  

“My goddaughter was born deaf, so I started learning BSL so I could communicate with her. I also have Tinnitus, so understand what the experience of flying can be like for someone with hearing loss," said Emma Flanagan, Virgin Atlantic BSL trained cabin crew. 

“Making all passengers feel included and empowered at every stage of the flight is a key part of our role as cabin crew. Being able to go that one step further and do this in BSL for passengers is hugely rewarding, from ensuring everyone feels welcome, to assisting with announcements, to helping them to experience the full warmth and joy of a Virgin Atlantic journey," added Flanagan. 

The training and new service is a testament to Virgin Atlantic's commitment to its passengers.

Earlier in August, an analysis by media intelligence firm CARMA revealed that Singapore Airlines, Cathay Pacific, AirAsia and Malaysia Airlines are the most discussed airlines and narrative drivers in the newsroom. More specifically, financial results attracted the most editorial interest (15%) in mainstream media. 

This is followed by safety (10%), routes and destinations (10%), staff (8%) and flight disruptions (8%). Offers, customer experience and flight MH370 each took up 7% of airlines' media coverage classified by theme, on top of operations (6%), air traffic (5%), fleet expansion (4%), partnerships (3%0) and awards and rankings (3%), said CARMA. 

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