Disability Rights Commission: Are we taking the Dis? - IPA Effectiveness Awards Case Study 2006

Brief Description: The brief of this campaign was clear and challenging, to raise awareness of disability discrimination with the people who can help make a change to society. An intense six-week campaign highlighting the absurdity of disability discrimination successfully engaged the general public as well as those who could make a difference. As a result of the 'Are we taking the dis?' campaign, the DRC website received a 535% increase in hits; 67 MPs, including David Cameron, endorsed the campaign directly to the media. Editorial coverage generated over 77 million impacts across popular media. Also, tracking revealed 59% ad awareness amongst their core target with 73% agreeing they were likely to behave differently as a result of the campaign ;---(TAGS)--- Full Title: Are we taking the dis? A campaign on behalf of the Disability Rights Commission to raise the profile of disability discrimination with opinion formers and policy makers ; Number: 2006/05 ; Brand Name: Disability Rights Commission ; Client: Disability Rights Commission/COI ; IPA_ProductCoding: Government Departments (Government institutions) ; Agency: McCann Manchester ; Author: Charlotte Thompson ;