A Shamal initiative helping more people learn Emirati Sign Language.
For the Deaf community, communication barriers are part of everyday life. But just by learning even one sign, you can begin to change that.
A Shamal initiative helping more people learn Emirati Sign Language. For the Deaf community, communication barriers are part of everyday life. But just by learning even one sign, you can begin to change that.
Deeply Able builds on the Community Development Authority (CDA) through its Dubai Communicates in Sign Language initiative, launched in October 2025 to help embed Emirati Sign Language into everyday interactions.
LEARN WHEREVER YOU ARE
From one sign to 20 at Deep Dive Dubai.Shamal Holding is bringing together practical approaches giving employees and the public clear ways to learn and use Emirati Sign Language in everyday interactions. It will begin at Deep Dive Dubai, with further activity planned across Shamal’s brands and destinations, introduced in phases.
A PUBLIC INVITATIONTO START WITHONE SIGN
Deeply Able opens today with Sign It Forward, a social media campaign initiating people across the UAE to learn, use and share 'Marhaba Al-Saa', an Emirati expression of Welcome. People can watch the first lesson which was filmed underwater at Deep Dive Dubai and is being released through Shamal's social media channels.
THE MASTERCLASS
Deaf educator and Emirati Sign Language instructor Abdussalam Zourob co-created the curriculum and public-facing lessons with Eton Institute, informed by consultation with members of the Deaf community.
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Deep Dive Dubai was selected because divers already rely on their hands for safety and direction. Underwater, spoken communication gives way to visual communication, creating a natural setting in which Deaf expertise can lead the learning. The water provides a memorable place to begin, while the signs are designed for everyday interactions above the surface.
THE EMIRATI ALPHABET
The Emirati alphabet is the building blocks of the language.Learn the letters, sign your name and get talking.
VOICES BEHIND THE INITIATIVE
The Dubai Communicates in Sign Language Pledge provides a framework for more accessible communication. Deeply Able shows how private-sector organisations can support that direction through frontline training, inclusive digital channels and practical opportunities to learn and use Emirati Sign Language.
HER EXCELLENCY HESSA BINT ESSA BUHUMAID
Dubai has set a clear direction for more inclusive communication through the CDA-led Dubai Communicates in Sign Language pledge. With a portfolio that forms part of everyday life across the city, Shamal has a responsibility to support that ambition through the people, places and experiences we manage.
At Shamal, we believe the experiences we invest in should make people feel something and that starts with feeling welcome, understood and able to take part. Deeply Able puts that belief into practice. We are beginning with our own teams, destinations and guest experiences, while inviting people across Dubai and the UAE to learn a few signs and use them with confidence. Small, shared actions can make everyday interactions more natural and build stronger connections and a deeper sense of belonging
ABDULLAH BINHABTOOR
Every day, I meet people who want to communicate with me but are not always sure how to begin. Deeply Able gives more people practical ways to take the first step. When hearing people learn a few signs, responsibility for communication becomes more shared. One sign can make someone feel welcome. One sign can start a connection.
ABDUSSALAM ZOUROB
Certified Excellence
IDC
