Scope: advert-top-1 by George & Dragon

The disability charity Scope appointed advertising agency George & Dragon to lead the creative development for the next phase of its ‘End the Awkward’ campaign in March. George & Dragon was tasked with evolving, branding and activating the campaign, which aims to transform attitudes towards disability.

George & Dragon took the original concept, based on the insight that two-thirds of the British public feel awkward around disabled people, and created a new look and feel for the campaign.

Scope research also shows that 18 – 34 year olds (Millennials) are most likely to feel awkward about disability – one fifth have actually avoided talking to a disabled person because they didn’t know how to communicate with them.

We used humour to address the issue of awkwardness and created a mnemonic – H.I.D.E – to help open up a dialogue in order to get the public talking to, and not avoiding, disabled people out of fear of doing or saying the wrong thing.

The tongue in cheek prime-time advert on Channel 4 will feature the voice of much-loved actor Simon Callow and offer advice on how to End the Awkward in the form of a mnemonic - H.I.D.E:

H…Say ‘Hi’; Introduce yourself ; Don’t panic; End the Awkward.