Virgin Atlantic has launched a campaign, created with agencies Tin Man and Lucky Generals, to address the needs of deaf and hard-of-hearing customers.

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The campaign includes an ad, by 4Creative, that aired during the International Week of Deaf People. The spot featured a Virgin Atlantic BSL-trained crew member joining Channel 4’s interpreter on screen, communicating in BSL, without subtitles initially. 

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Subtitles and voiceover are added later to include the broader audience. 

The ad was shown during various TV shows including Gogglebox and The Great British Bake Off.