2017 Shortlisted Nominee:
Diversity Marketing Campaign of the Year Award –
Scope, the charity working to end disability inequality in the UK, uses humour to help people overcome their awkwardness around disabled people. The work is the latest in Scope’s ‘End the Awkward’ campaign, which began in 2014. While nearly half of Brits say they do not know a disabled person, the awkwardness around disability is going to stay. Launching on 16 September 2016 across TV and video-on-demand, the witty and clever ad asked people to H.I.D.E. when they see a disabled person: Say ‘Hi’; Introduce yourself; Don’t panic; End the Awkward. The campaign reached 8.7 million people in their target audience, saw high levels of recall (38%) and influenced attitude and behaviour change. 45% of people said the campaign made them think more positively about disability, while 30% of people reconsidered how they might behave around disabled people. End the Awkward also plays a role in empowering disabled people to challenge the stigma and discrimination they face every day.