Man crouching down to a wheelchair user with a weird smile.

End the Awkward is coming

Most people feel awkward around disability. This summer we want to End the Awkward.

Not enough people come into contact with disabled people. So when they do, they don’t know what to do. They panic, or worse, avoid situations for fear of doing the wrong thing. We call this ‘innocent ignorance’. End the Awkward is all about changing that.

Last year, our campaign received a huge response. Our adverts – spoof public service broadcasts featuring Channel 4 presenter Alex Brooker – reached over 20 million people, including more than 1.5 million on YouTube alone.

More than 160,000 people read our tips for ending the awkward. Over 100 stories appeared across the media covering national, regional and even international websites and newspapers. We found 81% of those who saw our ads said they had made them think differently – and that’s why we’re doing it again.

How we’re going to End the Awkward

This year, we’re planning an entire season of End the Awkward. We hope to get more people talking about awkwardness, sharing their stories and thinking differently about disability.

We don’t want to give it all away, but we’re planning loads of exciting content.

Last year lots of people were inspired by the campaign to share their own stories of awkwardness and disability, this year we want even more anecdotes and we’re planning new ways of sharing them.

To kick things off Breaking Bad star RJ Mitte is sharing his awkward moments.

We’re also excited to announce that later in the summer we’re also going to partnering with a major broadcaster on some short films that will take awkward scenarios to the next level.

We’re still a few weeks away from our big launch, but you can either check back on the End the Awkward page or you can sign up to our mailing list and we’ll send you everything you need to End the Awkward.

Have you got your own awkward story? Share it with us. We’d love to hear it.