Shamal Holding has launched Deeply Able, an initiative aimed at increasing awareness and use of Emirati Sign Language across its workplaces and destinations in Dubai.
The initiative includes Emirati Sign Language training for Shamal employees, a public awareness campaign, a permanent digital learning platform and an AI-powered signing avatar that can demonstrate and translate Emirati Sign Language.
The campaign will also encourage people across Dubai to learn and share basic signs, starting with “Marhaba Al-Saa,” an Emirati expression of welcome.
Training employees and making sign language more accessible
As part of Deeply Able, guest-facing employees across Shamal’s businesses, including Five Guys, Dubai Harbour, Kite Beach, Skydive Dubai and Deep Dive Dubai, will receive training in 20 practical signs and phrases.
Corporate employees will also be invited to participate in the training. The programme was developed with Deaf educator and Emirati Sign Language instructor Abdulsalam Zourob, in collaboration with Eton Institute and with input from members of the Deaf community.
The first lesson was filmed at Deep Dive Dubai, where divers already use hand signals to communicate underwater. Deep Dive Dubai will also introduce sign-language elements into the guest experience. These will include an introductory lesson before arrival, a signed welcome at check-in, sign language alongside the existing dive briefing and underwater panels that allow guests to practise signs during their visit.
A permanent Digital Learning Hub will provide access to 20 Emirati Sign Language signs and phrases, including greetings and everyday expressions.
Building on Dubai’s sign-language efforts
The initiative follows the Community Development Authority’s Dubai Communicates in Sign Language initiative, which brought more than 6,000 people together in January for an online Emirati Sign Language lesson that set a Guinness World Record.
The work also supports the objectives of the Dubai Social Agenda 33 and Dubai’s Strategy for People of Determination, which include strengthening inclusion and participation across society.
Hessa bint Essa Buhumaid, Director General of the Community Development Authority in Dubai, said the participation of more than 6,000 people in January demonstrated strong interest in learning sign language and connecting in more inclusive ways. She added that the participation of organisations such as Shamal would help continue that effort.
Digital tools to support learning
Shamal is also working with Eshara, a UAE-based accessibility technology company specialising in sign-language translation, to develop an AI-powered signing avatar.
The avatar will be available on selected Shamal brand websites and will allow users to select words or phrases and see them demonstrated in Emirati Sign Language.
Abdulla Binhabtoor, CEO of Shamal Holding, said the initiative begins with training Shamal’s employees and aims to make sign-language communication part of everyday interactions across the company’s destinations.
The wider #SignItForward campaign will run across Dubai through outdoor advertising, social media and on-ground activities, encouraging residents and visitors to learn, use and share Emirati Sign Language.
tanvir@dubainewsweek.com
