Disability charity Scope has picked George and the Dragon to replace Grey London as its creativity agency following a procurement-led review, The Drum understands.
The review ends the charity’s three-year relationship with Grey, which spawned the ‘End the Awkward’ campaign. While George and the Dragon will continue to work on the campaign, it is understood that a '"safer" approach is being worked on.
The campaign, which starred disabled comedian Alex Brooker, aimed to break the discomfort around disability with a series of ads that have been watched more than 1.3m times and pushed the issue into the media agenda.
However, the ads also irked activists from the Greater Manchester Coalition of Disabled People, who slammed Scope last year for what they believe was a waste of funding on a “confusing” message.
Lisa Quinlan-Rahman, director of external affairs at Scope said it was "excited" to be working with George and Dragon.
"We’ve had two really successful years running End the Awkward, with 84 per cent of people who saw the campaign saying it made them feel differently around disability, and we look forward to what’s next for our flagship campaign," she said.
Scope’s statutory review also spanned media, which MediaCom has retained.
“We are delighted that we can continue to work with Scope and help them on their mission to make the UK a place where disabled people have the same opportunities as everyone else," added Luke Bozeat, joint managing director, MediaCom.