British Airways has partnered with SigncodeUK to improve its accessibility offering for deaf and hard-of-hearing customers, with new signed video content containing travel information for customers both pre-travel and whilst on board.

SigncodeUK is an organisation dedicated to ensuring equal access to information, products and services for the Deaf and hard-of-hearing community and specialises in translating key information into signed videos.

The airline has collaborated with the organisation to produce signed videos which can be accessed either via a link or unique QR code, allowing customers to receive personalised video messages in sign language.

The first video, which is available for viewing pre-travel on, offers a comprehensive overview of British Airways’ service proposition throughout the entire journey, including booking process, the airport experience, onboard services and the in-flight entertainment offering.

It also includes a BSL introduction from Fredrick Da Costa, British Airways’ first Deaf Customer Experience Agent who uses BSL as part of his role.

A second video, available by the end of 2023, focuses on onboard safety features and procedures.

Carrie Harris, director of sustainability at British Airways, said: “We are proud to partner with SigncodeUK to further improve our accessibility offering for our deaf and hard of hearing customers. This collaboration aligns with our ongoing commitment to ensure that all our customers have a seamless experience and can travel with confidence, with dignity and in comfort.”

Gill Earl, MD at SigncodeUK, said: “Working with British Airways and making the deaf community aware of the services available to them, has been a privilege and an honour. British Airways is an iconic British brand, who are committed to accessibility, not only for their customers but also their colleagues who strive to make it the best airline in the world.

“We are proud to help them on their accessibility journey by bringing together our professional media translators with BA’s own Fredrick De Costa on their first BSL video.

“We are delighted as a company but more for the Deaf and hard-of-hearing communities that we serve. They now have truly independent access to all that British Airways can offer.”
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