BSL awareness takes flight in new Air Ambulances UK video

Air Ambulances UK has launched a new video campaign designed to promote accessibility and inclusivity through British Sign Language (BSL).

The video, Learn Basic Sign Language with Eve, features Air Ambulances UK ambassador Eve, a passionate advocate for BSL, who introduces viewers to a range of essential signs – from everyday greetings to emergency terms related to the air ambulance sector.

Filmed at the MAGPAS Air Ambulance base with a striking view of the helicopter in the background, the video offers a unique and engaging way for individuals, corporate partners, commercial supporters, and the air ambulance sector to begin learning BSL. The aim is to empower more people to communicate inclusively and effectively, especially in critical situations where sign language could help save lives.

“I’m incredibly proud to work with Air Ambulances UK on this project. BSL has given me a way to connect with people and make sure that no voice is left unheard. By helping others learn some of the basics, especially signs that could help in an emergency, I hope we’re building a more inclusive and understanding world—one sign at a time. Together, let’s make a difference.”

Eve, Ambassador for Air Ambulances UK.

The video includes fundamental signs such as hello, please, and thank you, before moving on to more sector-relevant terms like ambulance, emergency, and help. With its approachable format and powerful message, the campaign encourages viewers to take their first step in learning BSL while also highlighting the critical work of air ambulance charities across the UK.

“This project reflects our ongoing commitment to accessibility and inclusion across everything we do. Eve has done a fantastic job of bringing British Sign Language to life, and we hope this video not only raises awareness but inspires more people to learn the basics. In a critical situation, knowing just a few key signs could make a real difference.”

Glen Picknell, Communications and Marketing Manager at Air Ambulances UK.

The video concludes with a call to action, encouraging viewers to continue learning BSL and share the video across social media:

You can find out more about Eve via her Instagram channel.

The industry will once again be gathering at the NEC, Birmingham for The Emergency Services Show, co-located with The Emergency Tech Show, on 17-18 September, check out the full exhibitor list here. You can find Air Ambulances UK in the Collaboration Zone at Stand CZ81.