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In a competitive pitch process, we convinced disability charity Scope to tell people to ‘hide’ when they see a disabled person.


‘Hide’, however, was a mnemonic that used humour to address the issue of awkwardness around disability.


We got director Jim Gilchrist onboard to help us bring our idea to life and the campaign launched during the Rio Paralympics.

It helped open up an overdue conversation that got people to stop avoiding disabled people out of fear of saying or doing the wrong thing.

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