West Midlands Fire Service is the first in the country to revamp its website to feature specially designed pages to ensure that vital safety messages can be effectively communicated to the Deaf community.
The new webpages feature video clips of television presenter Nikki Stratton using British Sign Language (BSL) to put across important information about fire safety. Pictures and written text are also used to support these messages.

A special event to mark the launch of the up-dated website is being held at West Midlands Fire Service headquarters in Birmingham at 2pm on Wednesday, May 2.
Members of the Deaf community and representatives from a wide range of organisations including Royal National Institute for the Deaf, the British Deaf Association and the Midland Regional Association of Deaf will be at the event and will be able to try out the website on computers set up for the occasion.
Interpreters fluent in BSL, Sign Supported English (SSE) and lip reading will be at the event and a loop system will be in operation.
Clive Robinson, West Midlands Fire Services Deaf Community Link Officer, said: “We have worked closely with the Deaf community to identify their needs and to change the way the Fire Service operates in order to better serve this area of our community.
The new website pages are a very important part of a programme of work looking at hard to influence groups within the wider community. This particular project will improve the way we communicate with Deaf and hard of hearing people.
For instance, the website provides information on our Home Fire Safety Checks initiative and the different ways to book a visit, including over the internet, via fax and text message. We can then provide firefighters trained in BSL to carry out the safety checks. We can also install smoke alarms specially designed for use by the deaf community.
The launch of the new website facilities has been timed to happen just before Deaf Awareness Week, which runs from May 7 to 13 and aims to promote a broader understanding of deafness and the different ways of communicating with Deaf and hard of hearing people.
In the West Midlands, there are 411,000 people affected by hearing loss ranging from mild to severe.
Other measures West Midlands Fire Service has implemented to ensure vital safety information is communicated to them people include a Focus Group to help identify the issues and oversee work in this area, increased fittings of specialist smoke alarms for Deaf and hard of hearing people and BSL courses for staff.
There are also plans to produce a BSL Fire Safety DVD and increase fire safety awareness of not only Deaf people but also other people who can have problems accessing vital information.
Members of the press are invited to attend the launch event at West Midlands Fire Service Headquarters, Lancaster Circus Queensway, Birmingham, at 2pm on Wednesday, May 2.