MediaCom to work with Scope on fresh new look for flagship campaign

Disability charity Scope will work with MediaCom to create a "bigger, braver and bolder" new look for its flagship campaign, End the Awkward.

With the help of creative agency George and Dragon, End the Awkward 2016 will build on past success and take the campaign in a brave new direction, bringing the awkward into the real world while remaining digitally focused.

Research shows that 67% of Brits feel awkward around disability. One fifth (21%) of 18-34 year-olds admitted that they’ve avoided talking to a disabled person because they weren’t sure how to communicate with them.

In a bid to remove the awkwardness barrier between disabled and non-disabled people, Scope’s End the Awkward campaign saw the charity commission a series of videos based on real-life awkward moments that illustrated What Not to Do.

Watch last year’s End the Awkward videos here.

Read the full story on Campaign.

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