Tasha Ghouri, known for her appearance on BBC's Strictly Come Dancing and Love Island, is lending her voice to the RNID's 'It Does Matter' campaign, an initiative designed to improve communication between deaf and hearing individuals. Ghouri, who was born deaf and uses a cochlear implant, has spoken candidly about the unique challenges she faces daily, likening the experience of living in a world primarily designed for hearing people to being 'in an invisible box'.
The 'It Does Matter' campaign seeks to equip the public with practical tools and knowledge to foster more inclusive interactions. It provides simple communication tips and introduces basic phrases in British Sign Language (BSL) through accessible videos. The initiative aims to break down barriers and reduce the isolation that many deaf individuals can experience due to communication difficulties.
Ghouri's involvement brings a significant platform to the campaign, drawing on her personal experiences to highlight the importance of understanding and adapting communication methods. Her visibility as a deaf woman in mainstream entertainment has already contributed to greater awareness and representation, and her support for the RNID's efforts is expected to further amplify this message across the UK.
The campaign's focus on BSL comes after it was officially recognised as a language in its own right across England, Scotland, and Wales in 2022 through the British Sign Language Act. This legislative step underscored the cultural and linguistic significance of BSL, used by an estimated 150,000 people in the UK, and placed a duty on government departments to promote and facilitate its use.
For many deaf people, simple adjustments from hearing individuals, such as facing them directly when speaking, speaking clearly, and being patient, can make a profound difference. The 'It Does Matter' campaign seeks to normalise these practices and encourage a greater sense of empathy and understanding within communities. The campaign's resources are available online, making them accessible for anyone wishing to learn more and contribute to a more inclusive society.