Scope #EndTheAwkward

The Need

To support the return of Scope’s massively successful End the Awkward campaign this summer, the charity wanted to conduct a poll of disabled UK adults to understand the social challenges they face.

Our Approach

We conducted an online research study with a representative sample of 1,000 disabled individuals across the UK to understand the mistreatment or awkward behaviour that non-disabled individuals show them on a regular basis. We collected the good, as well as the bad, stories of times when disabled individuals were treated differently because of their condition.

The Outcome

We provided an enormous amount of collateral to help Scope develop numerous angles for the campaign – from the light-hearted to the serious. It helped to launch the campaign and secure initial coverage, which went on to include a Channel 4 documentary and a highly successful broadcast advertising campaign.