INITIATIVE
MASTERCLASS
EMIRATI ALPHABET
TESTIMONIAL

Shamal Deeply Able Intiative

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.

DIVE DEEPER

Deeply Able builds on the Community Development Authority (CDA)'s 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 INVITATION TO START WITH ONE SIGN

Deeply Able is launched 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.

1
Diver wearing scuba gear and mask underwater near a rock formation and a submerged street lamp, blowing bubbles with both hands near their mouth.
Circular gray button with a white right-pointing triangle play icon in the center.
2
A scuba diver underwater wearing a full-face mask and wetsuit, surrounded by rocks and dim lighting, with a lamp post visible behind.
Circular play button icon with a white right-pointing triangle in the center on a gray circle with a blue gradient border.
3
Scuba diver underwater wearing black wetsuit and diving goggles, pressing hands together, seated near a large submerged statue of intertwined legs and a lamp post with seaweed.
Gray circular button with a white right-pointing play triangle in the center.
4
Person underwater in scuba gear with diving mask and regulator, giving a thumbs-up signal near a large rock formation and an underwater lamp post.
Circular play button icon with a white right-pointing triangle centered on a gray circle with a dark blue gradient border.
4
Scuba diver underwater in a dark environment, wearing diving gear and making sign language gestures with both hands.
Circular button with a white play icon in the center, indicating video play.
5
Diver underwater wearing full scuba gear and mask, making a peace sign with one hand and raising the other hand toward the camera in front of large rocks and plants.
Circular play button icon with a white right-pointing triangle inside a gray circle with a subtle blue gradient border.
6
Scuba diver wearing a black wetsuit, mask, and breathing apparatus underwater, with rocky formations and a lamp post visible in the background.
Circular play button icon with white triangle pointing right in the center on a gray circle with a subtle blue shaded border.
7
A scuba diver underwater wearing a black wetsuit, mask, and breathing apparatus, making a hand gesture in front of a rocky background with a submerged street lamp visible.
Gray circular video play button with a white right-pointing triangle in the center and a subtle blue gradient border.
8
Scuba diver underwater wearing a mask and wetsuit, making the OK hand signal with both hands near large rocks and a lamp post.
Round play button with a white triangle pointing right with a blue gradient edge.
10
A scuba diver underwater wearing a black wetsuit and diving mask, holding a regulator in their mouth, with bubbles rising above, next to a large rock and an underwater lamp post.
Circular play button icon with a white right-pointing triangle inside a gray circle with a subtle blue gradient border.
11
Scuba diver underwater in front of a stone structure with steps, giving a thumbs-up gesture, bubbles rising from the diver's breathing apparatus.
Circular video play button icon with a white right-pointing triangle in the center.
12
Diver underwater in full scuba gear saluting with right hand, with large rocks and a lamppost in the background.
Circular gray button with a white play symbol in the center.
13
A scuba diver underwater wearing full diving gear, including a mask and regulator, with one hand raised palm facing forward and the other hand held out as if signaling stop, surrounded by large rock formations and a submerged street lamp in the background.
Circular play button icon with a white right-pointing triangle in the center with a subtle blue gradient border.
14
Scuba diver underwater holding an underwater camera in front of large submerged tree roots or structures with aquatic plants in a dark blue aquatic environment.
Gray circular button with a white right-pointing play triangle in the center.
15
Underwater photo of a scuba diver wearing a mask and breathing apparatus making a thumbs-up gesture with both hands, surrounded by bubbles and dim underwater surroundings with brick wall and pipes.
Circular play button icon with a white right-pointing triangle in the center and a blue gradient border.
16
Scuba diver underwater wearing a dive mask and breathing apparatus, releasing bubbles while crossing arms in front of chest against a dark brick background.
Gray circular play button with a white right-pointing triangle in the center and a thin blue border around the edge.
17
Scuba diver underwater wearing a full diving suit and mask, raising both hands in front of underwater rocks with a lamp post visible in the background.
Circular gray play button with white triangular play icon in the center.
18
A scuba diver underwater wearing a black wetsuit, mask, and breathing apparatus, surrounded by rocks and dark water with bubbles rising.
Circular gray video play button with white triangular play icon in the center.
19
Scuba diver underwater giving a thumbs-up gesture, surrounded by large rock formations and a submerged lamp post.
Circular play button icon with a white triangle pointing right inside a grey circle with a blue gradient border.
20
A scuba diver underwater wearing a black wetsuit and mask, holding his hands together as if pointing or signaling, with bubbles rising nearby and a lamp post in the background.
Gray circular button with a white triangle play icon in the center.
Diver wearing scuba gear and mask underwater near a rock formation and a submerged street lamp, blowing bubbles with both hands near their mouth.
1
Welcome
A scuba diver underwater wearing a full-face mask and wetsuit, surrounded by rocks and dim lighting, with a lamp post visible behind.
2
The experience is amazing
Scuba diver underwater wearing black wetsuit and diving goggles, pressing hands together, seated near a large submerged statue of intertwined legs and a lamp post with seaweed.
3
I am excited
Person underwater in scuba gear with diving mask and regulator, giving a thumbs-up signal near a large rock formation and an underwater lamp post.
4
I am happy
Scuba diver underwater in a dark environment, wearing diving gear and making sign language gestures with both hands.
4
I know sign language
Diver underwater wearing full scuba gear and mask, making a peace sign with one hand and raising the other hand toward the camera in front of large rocks and plants.
5
I want to try again
Scuba diver wearing a black wetsuit, mask, and breathing apparatus underwater, with rocky formations and a lamp post visible in the background.
6
Can you help me?
A scuba diver underwater wearing a black wetsuit, mask, and breathing apparatus, making a hand gesture in front of a rocky background with a submerged street lamp visible.
7
Do you need help?
Scuba diver underwater wearing a mask and wetsuit, making the OK hand signal with both hands near large rocks and a lamp post.
8
Are you ready?
A scuba diver underwater wearing a black wetsuit and diving mask, holding a regulator in their mouth, with bubbles rising above, next to a large rock and an underwater lamp post.
10
What is your name?
Scuba diver underwater in front of a stone structure with steps, giving a thumbs-up gesture, bubbles rising from the diver's breathing apparatus.
11
How are you?
Diver underwater in full scuba gear saluting with right hand, with large rocks and a lamppost in the background.
12
Thank you
A scuba diver underwater wearing full diving gear, including a mask and regulator, with one hand raised palm facing forward and the other hand held out as if signaling stop, surrounded by large rock formations and a submerged street lamp in the background.
13
Join us
Scuba diver underwater holding an underwater camera in front of large submerged tree roots or structures with aquatic plants in a dark blue aquatic environment.
14
Dubai-it
Underwater photo of a scuba diver wearing a mask and breathing apparatus making a thumbs-up gesture with both hands, surrounded by bubbles and dim underwater surroundings with brick wall and pipes.
15
Welcome
Scuba diver underwater wearing a dive mask and breathing apparatus, releasing bubbles while crossing arms in front of chest against a dark brick background.
16
Love
Scuba diver underwater wearing a full diving suit and mask, raising both hands in front of underwater rocks with a lamp post visible in the background.
17
Applause
A scuba diver underwater wearing a black wetsuit, mask, and breathing apparatus, surrounded by rocks and dark water with bubbles rising.
18
this place is beautiful
Scuba diver underwater giving a thumbs-up gesture, surrounded by large rock formations and a submerged lamp post.
19
I am well
A scuba diver underwater wearing a black wetsuit and mask, holding his hands together as if pointing or signaling, with bubbles rising nearby and a lamp post in the background.
20
Please write it down
White right-pointing arrow inside a gray circle with a thin black outline.
White right-pointing arrow inside a gray circle with a thin black outline.

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.

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

Director General of the Community Development Authority in Dubai

Dubai has set a bold vision for what an inclusive city can look and sound like. As investors in so many of the places where people live, work and spend their time, we believe that vision has to become part of everyday life, not remain an aspiration. Every destination and every guest interaction is an opportunity to make inclusion real, not a statement on a wall, but a hand raised in welcome. Deeply Able starts with our own teams and grows into a company-wide effort, so that learning a few signs becomes simply part of how people in this city connect.

ABDULLA BINHABTOOR

CEO at Shamal Holding

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.

ABDULSALAM ZOUROB

Deaf educator and Emirati Sign Language instructor
BROUGHT TO YOU BY
The word SHAMAL in bold, white uppercase letters.
IN PARTNERSHIP WITH
Community Development Authority logo featuring Arabic text and English text below, with a circular abstract design on the right side.Logo with a large stylized letter D outlined in white, connected to a horizontal line extending from both sides; the words 'DEEP DIVE DUBAI' are stacked in bold white text in the upper right corner.Eton Institute logo with the text 'Eton Institute' in white on a red rounded rectangle.
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