Scope, Channel 4 and MBA present ‘End the Awkward’
More than two thirds of people feel awkward around disability as a result of not enough people knowing or interacting with disabled people.| August 12th, 2015
Scope, the leading UK disability charity have embarked on a journey to ‘End the Awkward’ between disabled and able bodied people.
To tackle this, Scope have partnered with Channel4 and production company 2LE Media to produce six pieces of short form content. The series shows a range of everyday situations where the unsuspecting public are subjected to incredibly awkward situations between disabled and non-disabled people. They all feature Scope brand ambassador and disabled presenter Alex Brooker and approach the sensitive topic of disability with humour.
The episodes will exclusively sit on All4 until end of August and then they will be seeded via YouTube and Facebook from September until October this year.
Whilst we’re very excited about the release of the films, from a media point of view they represent the first time C4 has developed original content for their 4 Shorts platform with an advertiser in isolation, rather than being an existing sponsorship partner. The campaign will be supported by co-branded broadcast ads on C4 and E4, as well as VOD pre rolls, two homepage takeovers and mixed banner formats across the C4 site.
Outside of the extensive media support, the campaign has picked up some good PR, with presenter Alex Brooker appearing on BBC breakfast to talk about the shorts. ITV & C4 News also picked up on the story.
You can access them via www.channel4.com/programmes/what-not-to-do.
This was an MBA lead project, but it incorporated many departments from around the agency including Connect, Marketplace and Planning working in a connected system to deliver this great project.
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