We think this iniative by Cadbury Fingers and supported by Love Island Finalist Tasha Ghouri and Strictly Come Dancing 2021 winner Giovanni Pernice deserves a massive shout out.
Love Islands Tasha Ghouri
Love Islander Tasha Ghouri and Strictly Come Dancing winner Giovanni Pernice give exclusive announcements in British Sign Language (BSL) to highlight the feeling of being left out experienced in conversation by 4 in 10 deaf people.
Tasha, who was born deaf and was a BSL user before her Cochlear implant was fitted, along with Giovanni who partnered with deaf actress Rose Ayling-Ellis in the 2021 series, have combined forces with Cadbury Fingers and the National Deaf Children’s Society as part of the Sign with Fingers Big and Small campaign. It aims to encourage people to better understand deafness and the challenges deaf people face.
Using their platforms, which have a combined following of over 2 million people, they have revealed exclusive new gossip using BSL to demonstrate what it’s like to miss out on conversation.
The juicy news revealed exclusively to the 150,000 BSL speakers across the UK, saw Tasha using BSL update her followers that herself and boyfriend Andrew Le Page, have found their dream house in East London after searching across the capital.
Giovanni also used the opportunity to discuss how after starting his BSL journey during Strictly Come Dancing last year, he is ensuring to have translators at a number of his new theatre shows.
Both celebrities are using their platforms to highlight the issue as 1 in 4 adults admit they would struggle to engage in a conversation with someone who is deaf - with 22 per cent admitting they wouldn’t know where to begin.
The research conducted by Cadbury Fingers, alongside partner the National Deaf Children’s Society, reveals that 20 per cent feel uncomfortable in striking up a conversation, while 12 per cent are too embarrassed, contributing to feelings of isolation and exclusion within the deaf community.
Worryingly, only 18 per cent feel completely comfortable engaging with someone who is deaf and 1 in 10 Brits also admitted to avoiding starting a conversation with a deaf person.
The research also found Tasha showcasing her ‘superpower’ on the ITV show inspired 1 in 10 (12%) Brits to think about their perceptions of deaf people, whilst 23% of Brits cite Strictly Come Dancing winner Rose as an inspirational figure who has changed their perceptions of what it means to be deaf.
Tasha Ghouri said, “The UK has a large deaf population that often miss out on moments because of their disability. It was important to me to use BSL to reveal that I’ve found my dream house to move into with Andrew, because as someone who is deaf, there are times when I’ve felt isolated. I hope that by demonstrating how it feels to miss out on exciting news, small talk and conversation, that I am inspiring others to learn the beautiful language of BSL so everyone can feel more included.”
The research conducted by Cadbury Fingers, alongside partner the National Deaf Children’s Society found 76 per cent of those polled had never heard of Dinner Table Syndrome, the phenomenon in which deaf people are perpetually left out of conversations. With over half of deaf people stating they experience a missed moment of connection at least once a day the initiative aims to increase the number of opportunities for deaf and hearing people to come together and ensure fewer people miss out on these moments of connection.
Yet there is some good news. 39 per cent of those who can hear are interested in learning more about BSL if they had the tools to do so. The main motivators for this are wanting others to feel included (54 per cent), an interest in learning a new language (47 per cent) and seeking meaningful connections (29 per cent) with other people.
To help the nation connect and learn a little sign language, the Sign with Fingers Hub provides some of the nation’s favourite conversation topics in BSL to get going – from “fancy a cuppa?” through to “typical British weather isn’t it?” and “what a goal!”
For those looking to learn more about deafness or further their BSL journey, the hub also includes links to additional resources and learning, providing information on deaf awareness and the various communications methods deaf people use.
Susanne Nowak, Senior Brand Manager Cadbury Biscuits UK & Ireland, from Cadbury Fingers, comments, “Whilst BSL is only one way of communicating, we want to encourage the nation to take their first step in learning this beautiful language, helping to break down the barriers between hearing and deaf people and facilitate more shared moments of connection.
When it comes to sparking conversation, those polled said the topics they are most interested in learning are ‘the weather’ (42%), ‘family’ (28%) and ‘sports’ (28%) are the go-to icebreakers, with 61 per cent discussing these up to four times a day.
Susan Daniels OBE, Chief Executive at the National Deaf Children’s Society said, “We’re not surprised to see that many deaf people say they have felt frustrated and isolated after being left out of a conversation. As a deaf person, it happens to me on occasion so I know how vital it is that that we work together to eradicate the barriers deaf children and young people face.
“This campaign gives people the opportunity to consider some of the challenges faced by deaf people, learn some simple signs and pick up deaf awareness tips. Deaf children and young people deserve to be part of the conversation as much as anyone else – so let’s all do our bit to help make it happen.”
For those looking for further advice and tips on how to be deaf friendly, and how to make everyone feel more included the National Deaf Children’s Society has pulled together the below tips:
1. Get the deaf person’s attention
Try waving or tapping their shoulder lightly. Things will be easier if you can reduce background noise, but if you’re struggling, try writing or typing it instead.
2. Show your face
Make sure you’re visible and well-lit. Covering your mouth, eating or moving around whilst talking can make lip-reading difficult.
3. Be clear
Deaf people may lip-read, so remember to speak clearly, pronounce properly and not to shout. Speak at a normal pace and try not to exaggerate as that can be more difficult to understand.
4. How does the deaf person prefer to communicate?
Not all deaf people use British Sign Language (BSL). Some use speech, BSL or both. Ask if they need any communication support, and if so, find out what type and what level.
Visit the Cadbury Fingers Hub to learn a little BSL at signwithfingers.cadbury.co.uk