EE has launched its ‘Support. It’s In Your Hands’ campaign with the help of footballers Harry Kane, Mary Earps, Rachel Corsie, Sarina Wiegman, Bukayo Saka and Dion Charles.

The campaign, launched in partnership with the Royal Association for Deaf People (RAD) and the Home Nations Football Associations, encourages the use of sign language in both deaf and non-deaf communities.

The campaign launches with a film that shows all the ways, knowingly and unknowingly, British Sign Language (BSL) is incorporated into football, from the grassroots game to the international stage.

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The film has been created using a combination of archive footage, fan user-generated content and original content, capturing players and fans across different levels of the game.

Meanwhile, the film will also be played at England’s sold-out friendly against Brazil at Wembley Stadium, FA partner channels will also distribute content to promote the use of and learning of BSL alongside, assembling a squad of five content creators to spread the message of inclusivity.

These creators include Shiona McClafferty, Jazzy Whipps, India Morse, Leon Walker Dobson and Ray Bradshaw who will produce engaging content.

EE Marketing Communications Director, Pete Jeavons said: “We are committed to ensuring football is a sport for all. As the lead partner of the Home Nations Football Associations, we are proud to drive positive transformation and make the game more accessible for everyone.

“Support. It’s In Your Hands aims to bring about tangible change and increase awareness of British Sign Language. We want to encourage everyone to play their part and make a difference in the shared enjoyment of the beautiful game.”

RDA COO, Julie Ratcliffe, added: “The Royal Association for Deaf People proudly supports this campaign, dedicated to empowering football fans across the UK and championing inclusivity for deaf and hard of hearing communities.

“As one of the oldest charities supporting deaf people in the UK, RAD is delighted to offer our expertise and support to this initiative, which promises to upskill the nation in the basics of football-themed BSL.”

The news follows the telecoms giant recently launching a new integrated brand campaign, Better Value, in a bid to redefine customer experience in the mobile industry.