The campaign, launched in partnership with the Royal Association for Deaf People (RAD) and the Home Nations Football Associations, encourages the use of sign language in both deaf and non-deaf communities.

The campaign launches with a film that shows all the ways, knowingly and unknowingly, British Sign Language (BSL) is incorporated into football, from the grassroots game to the international stage.

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The film has been created using a combination of archive footage, fan user-generated content and original content, capturing players and fans across different levels of the game.

Meanwhile, the film will also be played at England’s sold-out friendly against Brazil at Wembley Stadium, FA partner channels will also distribute content to promote the use of and learning of BSL alongside, assembling a squad of five content creators to spread the message of inclusivity.

These creators include Shiona McClafferty, Jazzy Whipps, India Morse, Leon Walker Dobson and Ray Bradshaw who will produce engaging content.

EE Marketing Communications Director, Pete Jeavons said: “We are committed to ensuring football is a sport for all. As the lead partner of the Home Nations Football Associations, we are proud to drive positive transformation and make the game more accessible for everyone.

“Support. It’s In Your Hands aims to bring about tangible change and increase awareness of British Sign Language. We want to encourage everyone to play their part and make a difference in the shared enjoyment of the beautiful game.”

RDA COO, Julie Ratcliffe, added: “The Royal Association for Deaf People proudly supports this campaign, dedicated to empowering football fans across the UK and championing inclusivity for deaf and hard of hearing communities.

“As one of the oldest charities supporting deaf people in the UK, RAD is delighted to offer our expertise and support to this initiative, which promises to upskill the nation in the basics of football-themed BSL.”

The news follows the telecoms giant recently launching a new integrated brand campaign, Better Value, in a bid to redefine customer experience in the mobile industry.

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The audience-led campaign, created in partnership with creative agency Saatchi & Saatchi, brings to life the many ways busy families can get better value with EE Mobile.

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The campaign will run across radio, digital out-of-home (DOOH), YouTube, social and Amazon.

The campaign kicks off with three radio spots featuring different narratives including ‘Friday Night’, with Kevin Bacon narrating a young woman, Victoria’s, Friday Night, set against the backdrop of the ambient sounds of a typical night out.

The second, ‘Quiet Night in’, features parents Lorraine and Trev, as they enjoy a rare night to themselves and in the third, ‘Holiday Mode’, Bacon paints the picture of a holidaymaker, Dave, as he sets off on his trip abroad.

Accompanying the radio campaign are bespoke creative executions for social channels, further demonstrating the value EE Mobile brings to its customers, with content creators explaining the range of EE’s value-added benefits.

EE Marketing Communications Director, Pete Jeavons, said: “We understand the importance of value for money for our customers, which is why we wanted to highlight the ways we offer our customers more.

“This campaign showcases how EE Mobile enables our customers to get the most out of their plans, with reliable connectivity for all the family when they need it most, all on the UK’s best network”.

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The campaign, in partnership with creative agency Saatchi & Saatchi London, is part of the telecoms giants ongoing commitment do foster a more secure digital environment for everyone.

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The move comes as a recent YouGov survey commissioned by EE found that 121 girls aged 13-19 in the UK give up on their journey in sport daily, with online hate playing a key part.

Some 44% added that they were subject to online hate.

White said: “Online hate isn’t just words on a screen: it breaks and stifles potential. Through my own story, I hope to shed light on the impact of cyberbullying and empower girls so they never stop doing what they love.”

As a result, White will also feature in content on EE’s LearnSmart Hub around the theme of resilience and determination, the company revealed.

EE Brand & Demand Generation Communications Director, Kelly Engstrom, added: “Our recent YouGov survey exposes a harsh and worrying truth: 121 girls give up on their sporting dreams daily, thanks to the toxic environment that online hate creates. ‘UNFINISHED’ isn’t just a book; it’s a poignant metaphor to demonstrate the damaging results of social media abuse.

“EE stands committed to eradicating online hate in all its forms, providing tools and support with EE Learn that help create a safe space so everyone can follow their passion, in sport and beyond.”

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EE is set to open over 10 of its Experience concept stores across the UK this year.

The move continues from the telecom giant’s £6 million investment in its store estate as it looks to strengthen its high street presence.

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The Experience stores format was first introduced last June at its Westfield White City location, when the mobile service provider unveiled dedicated experience zones in-store to highlight connectivity.

The store also consisted of a digital spa and gaming zone, which saw double the amount of footfall compared to its previous site in the shopping centre.

Meanwhile, the announcement comes as EE opened its latest concept store in the Metrocentre today.

EE Retail Director, Asif Aziz, said: “We are excited to launch our latest Experience store in the brilliant tech hub of Newcastle, giving our customers and the local community a chance to experience the newest innovations across smart home and gaming.

“We are committed to elevating the retail experience for shoppers across the UK through a multi-million-pound investment that will transform our stores over the next year.”

Aziz added: “Our ambition is to be the most personal, customer-focused brand in the UK, and our new Gateshead Experience store plays a key part in bringing this to life.”

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BT has announced it is scrapping above-inflation price rises for mobile and broadband customers.

The parent company of EE revealed it will introduce the change in the summer this year after telecom companies were criticised for hiking up prices amid the ongoing cost-of-living crisis.

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Following calls from regulator Ofcom, telecom customers must be told upfront in pounds and pence about any price rises their provider includes in their contract.

As a result, EE has said it has “listened and taken on board” the request and will be offering “a clear and simple view of any changes in pounds and pence”.

The current model adjusts customer pricing annually by the Consumer Price Index (CPI) rate of inflation + 3.9%, however, this will be replaced by a new model no later than four months after Ofcom finalises the decision, BT revealed.

In a blog post, BT Group’s Consumer Division CEO, Marc Allera, said: “Our annual price change is never an easy conversation to have with customers, particularly when so many people are dealing with the increasing cost of living.

“But it is a necessary conversation to have to help us manage our own rising costs and investments we’re making into networks and customer service, while also protecting those customers in vulnerable circumstances, suffering from financial hardship or digital exclusion.”

The rise for new and re-contracting mobile customers is expected to be from £1.50, while broadband customers can anticipate a £3 increase.

Until then, the annual price increase on 31 March of CPI + 3.9% will go ahead as normal.

However, there will be no changes for customers in financially vulnerable circumstances on EE Basics or BT Home Essentials.

Allera stated: “The cost of living and a digitally inclusive society is now more relevant and important than ever.

“We are continually thinking about how we – and the wider industry – can play our part alongside policymakers to drive meaningful change, at a time when we can see so many people under pressure.”

The news comes as Allera recently revealed customers are “not sentimental” about losing the BT brand following its £12.5 billion acquisition.

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EE and BT Group have praised advancements in AI to help combat SMS scam attempts in time for Super Saturday [23 December], the busiest day for scams.

According to the mobile phone service provider, it has already blocked 45 million scam texts this year and predicts an extra 5 million in December.

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Commenting on the figures EE Director Regulatory Affairs for the Consumer division at BT Group, Jonny Bunt said, despite new security technology updates installed this year, “the battle is never won, and some will always make it through.”

Some of these new updates included International SMS blocking, blocking of trusted routes, and Enhanced Call Protection, alongside, AI reinforcement.

Instead, he said: “Our investments in AI are helping hugely, but we would be nothing without the vigilance of our customers.”

“With deliveries piling up on the doorstep, scammers will be looking for ways to take advantage of the festive frenzy,” he added.

“As one of the UK’s first lines of defence against SMS scam texts, we have a clear sight of the threat level here at BT and EE and are already seeing a concerning spike in delivery scams in particular.”

Instead, he encouraged everyone to “take a couple of minutes to remind themselves of the signs, and to report suspicious texts for free to 7726.”

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Telecoms giant EE has launched its new service, EE TV, aimed to offer a flexible TV experience for UK homes.

A first-of-a-kind offering, which includes flexible content packages. replaces BT TV after its £12.5 billion acquisition by the telecoms company.

EE has also partnered with Apple to produce an EE TV app with live streaming and on-demand content, alongside a custom EE-branded remote, and automatic setup for the Apple TV box.

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The new offering allows customers access to over 70 Freeview channels, a Netflix subscription, as well as premium channels from Sky, Eurosport, TNT Sports and Discovery.

However, the service also offers Prime Video and Now, for an additional fee, with Disney Plus set to be available soon.

“The launch of EE TV is one of the first significant strides we’re taking since launching New EE,” CEO Marc Allera said. “The service is built for busy households, and we believe it will elevate the TV experience for consumers across the UK.”

The news comes as Allera recently revealed revealed customers are “not sentimental” about losing the BT brand.

He continued: “We’re effectively rebranding a national institution.

“Most are aware of the changes and they understand it” claiming the telecoms business has not “seen much resistance”.

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Britain’s biggest mobile phone network providers are facing a class action claim that their loyalty customers are being overcharged.

According to consumer rights champion and former Citizen’s Advice executive, Justin Gutmann, Vodafone, EE, O2 and Three are “abusing their dominant positions” in the UK mobile industry by charging a ‘loyalty penalty,’ in which long-standing customers were overcharged for handsets beyond the end of their contractual term.

Gutmann alleged the mobile operators have overcharged on up to 28.2 million contracts and, as a result, is seeking damages of at least £3.285 billion.

If successful, someone who held a contract with just one of the mobile operators could receive as much as £1,823.

Gutmann said: “I’m launching this class action because I believe these four mobile phone companies have systematically exploited millions of loyal customers across the UK through loyalty penalties – taking over £3 billion out of the pockets of hard-working people and their families.

“These companies kept taking advantage of customers despite the financial crisis of 2008, Covid and now the cost of living crisis. It’s time they were held to account.”

He added: “If our claim is successful, it will finally stop these firms from taking advantage of their loyal customers and stop the immoral practice of loyalty penalties.”

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EE boss Marc Allera has revealed customers are “not sentimental” about losing the BT brand following its £12.5 billion acquisition.

Speaking to The Mail on Sunday, Allegra said: “We’re effectively rebranding a national institution.

“Most are aware of the changes and they understand it” claiming the telecoms business has not “seen much resistance”.

As a result of the acquisition, EE will now be replacing the BT brand for landline and internet services after 30 years, with the BT logo no longer appearing on bills, phones, wifi home hubs and TV boxes.

Instead, the EE imprint will now be appearing on these devices.

However, these are not the only changes in Allera’s strategy, which he admits “took a bit longer” than he liked due to the Covid-19 pandemic.

His strategy includes recruiting new customers by launching EE ID, an online account anyone can set up despite not having a phone or internet contract with the company, which will allow customers to streamline multiple subscriptions to companies such as Netflix via a single paid account.

“I want EE to be one of the most important brands and when people see our app on their smartphone, they will want to come back every day and every week to buy products and services from us,” Allera added.

“Customers tell us they have so many apps and subscriptions they don’t know where to put them. They have devices in their homes that they can’t find or don’t know if they’re connected. We can play a really good role in helping them navigate all that.”

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The interactive app will enable users to see ‘holographic’ video of Attenborough alongside plants and animals in their surroundings. It will be created by a consortium, led by Factory 42, made up of BBC Studios, EE, Royal Botanic Gardens, Kew, Talesmith, and Dimension Studios.

“Innovation has always been at the heart BBC Studios Natural History Unit,” said Mike Gunton, Creative Director at BBC Studios. “We believe that the App inspired by The Green Planet has the potential to reach millions to showcase the beauty and fragility of our natural world and inspire positive change around biodiversity and habitat protection for the benefit of all species.”

Factory 42 will co-produce the project with BBC Studios in association with Talesmith, while EE will offer up its 5G network and edge computing, and Dimension will provide volumetric capture video technology for the app’s holographic images.

The consortium is one of nine projects to win £2.2m in funding as part of a government initiative to showcase the potential of 5G.

“This cutting-edge app, fronted by broadcasting legend Sir David Attenborough, is set to be an inspiring example of how new technology can reconnect us with the natural world whilst demonstrating the power of 5G to a huge new audience,” said Matt Warman, Minister for Digital Infrastructure.

Other projects to receive funding include O2’s Project Vista, which will explore the use of multi-angle replays via smartphones during sporting events; the Eden Universe, where Cornwall’s Eden Project will look to utilise 5G to deliver a virtual visitor experience; and the use of 5G at Stadium MK, home of MK Dons FC, to power autonomous taxis, drones, and robots.

“5G is about so much more than faster mobile internet speeds so we’re investing millions to help some of Britain’s brightest innovators explore the huge potential of the technology to improve and enrich our lives,” added Warman.

“The projects we’ve selected will demonstrate how the blistering speeds of 5G can put some rocket fuel in our economy and help businesses bounce back from the pandemic.”

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