Emmerdale is releasing a series of short videos as part of Deaf Awareness Week, aiming to promote British Sign Language (BSL) and foster understanding of the deaf community. The initiative features actors Laura Norton and Mike Parr, with Norton teaching Parr basic BSL phrases. The project draws directly from Norton's personal experiences; both her children have hearing loss and use hearing aids, leading her family to learn sign language together.
The series comprises four clips, with Parr expressing his eagerness to participate after learning of Norton’s involvement with sign language. This effort aligns with a broader commitment by ITV, which also saw Coronation Street incorporate sign language scenes and deaf actors during the week. ITV states this reflects a commitment to representing modern society both on and off-screen, using its popular programmes to raise awareness of social issues.
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Deaf Awareness Week, which typically runs from May 4th to 10th, is an annual national initiative. Its stated goals include promoting the positive aspects of deafness, encouraging social inclusion, and championing deaf organisations. This year, the programming across ITV, including Emmerdale and Coronation Street, also involved continuity announcements explaining the week's significance. The initiative is a collaboration with ITV SignPost.
Norton's children have been diagnosed with Usher syndrome, a rare genetic condition impacting hearing, vision, and balance. This personal connection has reportedly been a significant motivator for her involvement in the project.
