Why is Scope running this campaign?

Man in an office staring awkwardly at the camera
Is awkwardness around disability really that important? Yes. We believe it is.

Two thirds of Brits say they feel awkward around disability, and some people feel so awkward that they’re avoiding disabled people all together.

Considering that disabled people make up about 1 in 5 of the British population, that’s a lot of time feeling pretty uncomfortable. It’s time to put a stop to it.

At Scope we believe you can’t end the awkward if you’re avoiding people to start with!

End the Awkward is our campaign aimed at helping people feel more comfortable around disability. Our research shows that younger people are more likely to have negative attitudes towards disabled people. This campaign uses humour to get them thinking differently about disability. We've developed it with disabled people and the younger people we're trying to reach.

What’s beyond awkwardness?

End the Awkward is light-hearted, but the campaign touches on a serious issue. Attitudes towards disabled people are better than 20 years ago, and last year our End the Awkward campaign made some impact, but we still have a long way to go. This campaign is just one part of our wider work. We speak out against negative attitudes and campaign on all kinds of issues disabled people face. But with this campaign, we have tried to find a way to get people talking about disability and to break down some of the barriers that exist between disabled people and the general public.