You’ll Never Walk Alone— in British Sign Language
For 135 years, Deaf signers have led, fought, and celebrated their language and culture together. Now, one of football’s most iconic anthems is brought to life in BSL.
Because strength comes from community.
And none of us should ever walk alone.
About This Campaign
This campaign is supported by Carlsberg.
Carlsberg is a Danish brewing company with a historic, long-standing partnership with Liverpool Football Club (LFC), notably as the club's longest-serving sponsor.
It is about:
- Inclusion
- Safety
- Responsibility
It is not about telling people to drink. It is about making sure no one is left out.
“Drink responsibly” can be confusing. It does not mean the same thing for everyone.
It means: Everyone’s physical and mental health is very important. So is everyone’s safety.
Whilst drinking, it is important to look after yourself and others. Things to think about / remember / be aware of:
- Knowing your limits
- Drinking slowly
- Having water and food
- Choosing not to drink if you want
Not drinking is always OK
FAQs
The British Deaf Association was founded in 1890, shortly after sign language was banned in schools around the world. Deaf children were punished for signing, excluded from education and public life, and told their language had no value.
In response, the Deaf community came together. Deaf-led organisations — including the BDA and local groups — created spaces of care, culture, and resistance. They protected one another, safeguarded British Sign Language (BSL), and ensured no one faced discrimination alone.
That history is important. But it is only the start.
Over generations, Deaf people have built strength through community, leadership, and advocacy. Together, they have won recognition for British Sign Language, including the landmark BSL Act in 2022 and the BSL (Scotland) Act 2015 — a change shaped by decades of Deaf leadership and persistence.
Today, that same spirit continues: a community that shapes its future, celebrates its culture, and leads change.
The BSL sign YOU is a pointing gesture that directly addresses the audience. It can be used to refer to a single person, with a direct pointing movement, or it can refer to several people if used with a sweeping movement.
In this song, the intention is not individual instruction, but collective address — “all of you, all of us, together”. Using an open hand instead of a pointing gesture adds a sense of inclusion, of offering the song to everyone in the crowd.
This creates a dramatic moment of solidarity — visually saying we are all being spoken to. As the original song says, you as an individual will not be alone because others will be there to share with you.
Presented in this way, with an open handshape, the image alludes to other BSL signs about giving and sharing, and suggests an offer by the signer to be there for others.
This sign intentionally resolves the previous movement. The single person is joined by others, visually transforming isolation into solidarity and community. It reflects the core message of the song: no one is left behind.
This sign intentionally resolves the previous movement.
The single “person” handshape is joined by multiple fingers, showing others coming alongside in support of the lone figure.
Linguistically, this shifts from isolation to solidarity, using space and number to express meaning.
Directional arrows mirror those in WALK, reinforcing visual rhythm and narrative continuity.
The result is a clear visual message: no longer alone — together.
Instead of a literal “walking” sign, this handshape represents a single person moving away, symbolising isolation and vulnerability. The movement away from the body sets up the emotional contrast that follows.
In everyday BSL, walk can be shown using two fingers “walking” on the palm. In this song, the meaning is not literal walking, but being alone and vulnerable.
The chosen handshape uses:
- a single index finger representing one person,
- moving away from the signer’s body, indicating isolation or solitude.
The addition of forward-moving arrows clarifies the conceptual movement into empty space — visually setting up the emotional contrast needed for the next sign.
This campaign is about inclusion. At Anfield, no fan should feel left out.
Some people hear the song.
Some people sign it.
Both matter.
Looking out for each other is part of being a fan. This includes Deaf fans
What are the BDA doing about alcohol and awareness?
Alcohol changes how we think and feel
After drinking alcohol:
- Judgement can be worse
- Balance can be poor
- Decisions can change
- Emotions can be stronger
Drinking alcohol fast makes this happen quicker.
How much is too much?
Alcohol changes how we think and feel
After drinking alcohol:
- Judgement can be worse
- Balance can be poor
- Decisions can change
- Emotions can be stronger
Drinking alcohol fast makes this happen quicker.
Staying safe on matchdays and nights out
Matchdays can be loud and crowded. Lighting can be poor. Communication can be hard.
It helps to:
- Keep your drink with you
- Watch your friends
- Plan how to get home (don’t drink and drive)
- Keep your phone charged
Staying safe is important.
Consent and respect
Alcohol affects decisions.
Consent must be:
- Clear
- Freely given
- Possible to understand
If someone is drunk, they cannot give consent. Respecting boundaries matters.
Looking out for each other
Fans look after fans.
If a friend has had too much:
- Check in with them
- Offer water or food
- Stay together if needed
You are not to blame for other people’s choices. But checking in can help.
Alcohol and wellbeing
Some people drink to relax or feel social. Sometimes drinking can make stress or anxiety worse.
If drinking stops feeling positive, that matters.
Cutting down or stopping is a good choice.
Getting Support
Help is available. You do not need to wait for a crisis.
Support can include:
- Talking to someone
- Getting advice
If you need support, please contact your GP or take a look at SignHealth’s website which contains a lot of information about Alcohol in BSL: signhealth.org.uk/videotags/alcohol
Final Message
At Anfield, nobody walks alone.
That means:
- Being included
- Being informed
- Looking out for each other
On and off the pitch.