Keywords: UK, media relations, campaign, initiative, disabled, disability, media campaign, project, animals, animation
Leonard Cheshire Disability, partnering with Aardman Animations, in the UK, wanted to create a message that dispelled stereotypes about people with disabilities. The campaign was based around testimonies from disabled people relaying their experiences of being disabled, how they feel about the stigmatism of disability and people’s attitudes towards them. Eight 30-second animations featuring cute animals giving the testimonies of the disabled people were produced and broadcast across the UK. The idea was that the message would be more powerful if delivered in this way because people in the UK are more sympathetic to cure animals than real disabled people. The campaign also included radio adverts, outdoor posters, online advertising and a wealth of materials such as postcards and badges. A documentary about how the films were made and the real people behind the animation was also produced.
Click 
here for an information sheet on the initiative
