"Attitudes towards disability improved by around the mid-campaign point. There was also a realisation among young men that they should be better informed about disability. Improvements in attitudes were primarily driven by 18-24 year olds."
– MediaCom Real World Insight 2017
…UNILAD to challenge attitudes towards disability using a positive and humorous tone. Research has shown that a whopping two thirds of the UK population felt awkward around disabled people, simply down to a fundamental lack of knowledge on the subject. This attitude was proving difficult to shift due to very few opportunities to interact with disabled people.
For Scope’s #endtheawkward campaign, we created three bespoke videos which were scripted, produced and directed by UNILAD’s video team and starred Alex Brooker.
We also produced three articles and distributed three Scope-created videos across the UNILAD platform.
The campaign delivered almost 8m views and raised brand awareness by 7%. The campaign reached more than 26m people and research showed that the campaign significantly encouraged people to think more positively towards the charity – more so than any of the brands other content.