THE CHALLENGE
Virgin Atlantic is an airline with a purpose. It is the first and only UK airline to offer BSL trained crew members on flights. Those in the deaf community can sometimes be wary of independent travel, due to communication issues that may arise. To promote this initiative, Virgin Atlantic asked us to create content that showcases the joy of travel made possible by having crew members trained in BSL.

THE STRATEGY
Sensitivity around this topic was key. It was important that the content was positive, empowering, and playful, with the famous Virgin Atlantic red spirit at the forefront. Showing an actual working flight, with BSL-trained staff, alongside some influencers in the deaf community, was the clear route to take. Filming on a working flight is not without its challenges – tight spaces, no light control, and paying passengers had to be considered. With a skeleton crew and minimal kit, three influencers from the deaf community, supporting BSL-trained crew members, and an interpreter/monitor to ensure clear and effective communication was observed, we took flight.

THE CREATIVE
We invited Jodie Ounsley (AKA Fury, Gladiators), and influencers Hermon & Heroda – all part of the deaf community – to take a flight to Washington with Virgin Atlantic and a BSL-trained crew member. From boarding to landing, and everything in between, our influencers got to experience a whole flight with the support of a crew member they could fully communicate with. We captured heartfelt moments, the Virgin Atlantic special touches, and some laughs from our cast along the way. All in all, an emotive but joyous film, showing Virgin Atlantic as the leader in inclusive air travel.

THE RESULTS
EARNED
59% include the campaign video (KPI 40%)

SOCIAL
115,121 views & an average ER of 3.1% (1.7% higher than the industry average)

VIEWS
199,500

ENGAGEMENTS
7,113

ENGAGEMENT RATE
4.1%

SOCIAL COMMENTARY
“Brilliantly done! This is why I love flying @virginatlantic as a Deaf person. I’ve met some of the most loveliest cabin crew that knew BSL!”

“@virginatlantic I love this sooo much my 4yr old Daughter is profoundly deaf and the
love & refect I feel from seeing an airline acknowledge deafness and BSL is amazing & thank you 🙏🏼”