JAMES VICKERY, DEAF SIGNING PERFORMANCE GROUP UNIFY AND SIGNING CHOIR, HANDS4VOICES MAKE HISTORY IN HEARTWARMING HALF-TIME PERFORMANCE AT STAMFORD BRIDGE

This week we launched a very special campaign for Cadbury Fingers, in partnership with the National Deaf Children’s Society (NDCS) and Chelsea Football Club, which brought together two deaf signing performance groups at Stamford Bridge to stage a rousing rendition of the club’s anthem ‘Blue is the Colour’ in British Sign Language (BSL).

Marking a new era of inclusivity, this performance was the first of its kind and comes as new research reveals that football is the most popular sport amongst deaf people (58%), yet 55% have felt left out of match day experiences due to a lack of deaf awareness. A further 34% wished that more was done to help deaf people feel included in a stadium environment. 

The signed performance celebrated Cadbury Fingers ‘Sign With Fingers Big and Small’ campaign, which aims to encourage Brits to learn a little bit of BSL and make more people feel included in shared moments like football.