In today’s ever-evolving landscape of language services, one crucial area often overlooked is sign language interpretation and translation. Recently, Roxanne Whiting, a successful entrepreneur and advocate for the deaf community, shared her insights on the importance of sign language services and the future of accessibility in a comprehensive discussion with Robin Ayoub on the Localization Fireside Chat Podcast and YouTube Channel
The Genesis of a Sign Language Service Provider
Roxanne’s journey into the world of sign language services was not planned. Growing up as a child of deaf adults (CODA), sign language was her first language. Her career path took an unexpected turn when a former teacher highlighted the demand for sign language interpreters within the federal government. This revelation led her to pursue an interpreting program in Edmonton, Alberta, and eventually return to Ottawa, where she became part of the leadership team at Sign Language Interpreting Associates Ottawa, now rebranded as Assign.
Assign: A Rebrand Reflecting Growth and Inclusivity
The decision to rebrand from Sign Language Interpreting Associates Ottawa (SLIAO) to Assign was driven by the company’s expansion beyond Ottawa and the need to reflect its nationwide services. The rebranding process included internal focus groups, including deaf staff, to ensure the new name and branding resonated appropriately with the community they serve. Assign now stands as a testament to the company’s commitment to inclusivity and accessibility across Canada.
The Importance of Accessibility and Sign Language Services
The passage of the Accessible Canada Act in 2019, which recognizes ASL, LSQ, and Indigenous Sign Languages as primary languages of Canadians, has led to a surge in demand for accessible services. Assign has been at the forefront of meeting this demand by offering translation services that convert text-based content into ASL or LSQ in video format. They have also introduced innovative features such as a “floating widget” on their website, providing human translation of web content into sign language, thereby setting a new standard for web accessibility.
The Challenge of Resource Scarcity and the Path Forward
Despite the growing need for sign language interpreters, there is a notable scarcity of qualified professionals. Assign actively collaborates with colleges and takes on practicum students to address this gap. The government’s Opportunities for Disabilities Fund aims to increase the capacity for sign language interpreting and deaf-led instruction, which Roxanne views as a positive step towards a more inclusive future.
The Human Element in Sign Language Services
While technology has made significant strides in many areas of language services, Roxanne firmly believes that the human element in sign language interpretation is irreplaceable. The nuances of sign language, including body movement and dialects, make it unlikely that technology could fully replace human interpreters in her lifetime. However, she acknowledges that technology can augment and supplement human interpretation.
Looking Ahead: Goals for 2024 and Beyond
For Assign, the primary goal for 2024 is to educate and raise awareness about accessibility regulations and expectations. They aim to grow their business by making public spaces more accessible and continue networking and advocating for the deaf community.
A Call to Action for Accessibility
Roxanne’s message is clear: accessibility should not be an afterthought or a legal obligation—it’s the right thing to do. She encourages service industries and organizations to consider how they can become more accessible and offers Assign’s expertise to those seeking guidance.
In conclusion, the conversation with Roxanne Whiting underscores the vital role of sign language services in bridging communication gaps and fostering an inclusive society. As Assign continues to lead the way, the hope is that more organizations will recognize the importance of accessibility and take proactive steps to ensure their services are available to everyone, regardless of hearing ability. Together, we can build a more accessible and inclusive world for all.
Until next time this is Robin Ayoub Signing off
Robin
Robin Ayoub 
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