Together, we’re ending the awkward

This is an article from Unfold magazine.

Do you remember our End the Awkward campaign? We launched it because two thirds of the public feel uncomfortable around disabled people, as Zoe Lloyd knows all too well:

“I had been going to the same hairdressers for years. But when I became a wheelchair user, suddenly one of the workers couldn’t look at me and had to ask my mum how I liked my tea!

“To think she had known me before, yet the fact I was sitting in a wheelchair made her act differently towards me, was quite hard to understand.”


The films everyone was talking about

Zoe’s experiences are shared by so many disabled people. So we decided to do something about it and End the Awkward.

Maybe you watched our three ads, with Alex Brooker from Channel 4’s ‘The Last Leg’? The response to them was staggering – the films have been viewed over 10 million times!

Most importantly, 81 per cent of people who saw the films said that they now thought differently about disability as a result. For Zoe, it shows that progress is being made:

“The greater inclusion of disabled people on TV has helped show people that disability isn’t something to be scared of. Barriers are being broken down, and long may that continue.”

End the Awkward is back…and it’s bigger and better than ever before

Last year’s campaign was a success, but we can’t stop there. Not enough people come into contact with disabled people, and when they do, they often don’t know how to act.

So we’re challenging this way of thinking with humour. We’ve worked with Channel 4 to create six new short films that take awkwardness to the next level.

By making people laugh, we can grab their attention and hopefully get them to think differently about disability.

You have a starring role

You can see all the films below. Although your name might not be in the credits, it’s your support that made the campaign possible. You deserve a five-star review!

Scope exists to make this country a place where disabled people have the same opportunities as everyone else. Until then, we'll be here.

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