1. Anna Ablett
Disability discrimination
(Disablism)

2. Social Issues I
am interested
inEducation worth
Technology and
families
Disability
Benefit system
Abuse and
care homes
Hate-crimes
Brainstorm
Since the tuition fees for
university has risen a lot
of people have asked if
the money is worth it?
Especially when
apprenticeships and
work experience is often
better for employers.
Some people think the
growing obsession with
technology is
damaging for social
and family relationships,
however it is also
argued that family
video games and films
join families together.
I myself have dyslexia, my boyfriend has cerebral palsy, and I have many friends
with disabilities. More importantly my dad works at a disability centre that I have
volunteered in many times. I know the ins and outs of disability issues and know
there is a lot of issues they face. I think this is the best idea to proceed with.

3. Disability research
My idea is to change attitudes towards disability in young
people.
• Bulling effects 93% of children with special needs
• 38% of them say telling a adult makes no difference
• 40% are afraid to go out in the streets

4. Disability research
http://www.ycni.org/downloads/publications/DiverseAbility.pdf
I found ycni’s DiVerSeAbiLitY guide to promotion inclusion of young people with disabilities
very helpful when thinking of my strategy.
It is important to promote the
correct language to not be
hurtful
It is not the disability that is the
barrier, it is the negative
stereotypes that people have
Disabled people need
to feel welcomed and
not unwanted
Helpful tips to promote
positive attitudesLaw information about how to
treat someone with a disability
The guide expressed an
important in teaching about
disabilities to help people’s false
understandings
“Put the young person first – not
their disability.”

5. Disability research
“Disabled people and their families say
greater visibility is the key to improving
attitudes”
http://www.scope.org.uk/news/paralympic-attitudes
"Only once have we had to ask someone
to go. The majority are brilliant. Things can
be very different for our youngsters, they
can be frightened, they suffer bullying,
hate crime. We are a safe place.
Hopefully the more people learn about
us, that our youngsters are people first, the
opportunities for behaving negatively will
lessen," said Debbie Withers.
http://www.channel4.com/news/torment
ed-for-being-disabled
Over 2000 disability hate crimes
reported to the police in 2011
I created a short montage video of
different disablism in young people.
Most of the victims say that
disability education and more
interaction with disabilities is the
best way to gain better attitudes.

6. Rewritten Brief and aim
• I have produced a strategy to create awareness and influence
to the public on the subject of disability discrimination.
• My plan is to increase proactive participation of social inclusion
from the audience.
• My chosen target audience is children/teenagers aged 11-18
ranging over the start of high school (Year 7) to (Year 13) end of
college.
• I plan to change the way they socially act towards people with
disabilities.
• I want to stop bullying, separation, name calling,
awkwardness and hate crimes
• I want to encourage inclusion, friendship, education
of disabilities and positive attitudes.

7. Backing and support
For backing a support for my campaign there is
thousands of organisation I could approach. I could go
the Government office for disability issues or the
department for education directly, but these big
organisations around the issues I have focused on have
influences to them in their organisations. And are big
umbrella companies for different issues.
For my campaign I have chosen Scope to be my
backing. Scope is one of the largest UK disability
charities. It’s aims are to change society for the
better and believe in seeing a person, not a disability.
They also have 150 celebrity supporters and
encourage the public to create their own campaign
with helpful tips.
Here is a guide by scope about how to encourage
positive attitudes towards disability that I used a lot
for theory behind my ideas.
HereisanemailIsenttotheScope
mediagroup,howeverIreceived
noreply.

8. Brand
We may change together
May
The month of
May is when the
campaign will
promote against
disablism.
Change
The campaign will
strive to change the
public’s attitudes
towards disability.
Together
The campaign will
only be successful with
the involvement of
none-disabled and
disabled to work
together and
encourage
interaction.
Blue: Bullying
Prevention
Ribbon colour
Grey: Children
with Disabilities
awareness
Ribbon colour
Orange: Connotations are power,
healing, enthusiasm, and creativity.
Used with candles to signify a
change is needed. Orange is often
used for encouraging people to get
involved.
Paint Splatters:
Often used to
create an
impact in the
message.
Why I chose this:
I wanted to use a
month for my campaign
as this technique is
popular recently. My
ideas can be used all
year round but having a
month to focus on the
issue can be more
impactful.
I wanted to have a
bright coloured fun logo
to draw attention from
a young audience.

9. Education
Resources found online for education on
disabilities. From children's exercise books, to
whole lesson plans.
The Impact of Children’s Literature and Discussion
on Attitudes Toward Disability - Christie Routel (2009)
This study examines the impact of reading children’s literature that
contains a positive and realistic portrayal of a character with a
learning disability on the attitudes of students without disabilities
toward their peers with disabilities.
Sarah Ismail – “I believe that teaching children how disabled
people were treated in important periods of history, or that
historical figures were disabled, might just reduce disability
discrimination”
Why I chose this:
I certainly never had any disability
education and I think this is a big
factor in why children will avoid
interacting with disabled children,
because they don’t understand it.
In my research I found
An experiment done by Christie
Routel where she had children
complete the ADTP test, Attitude
Toward Disabled Persons Scale. Then
she would read a book featuring a
disabled character and talk to the
kids about disability, after they would
do the same test and it showed their
attitudes towards disability where
much more positive.
This shows we get taught about
issues so we learn from them proving
that we should have a disability-
awareness curriculum.
Idea: Have lessons specifically about types of disabilities
and what they mean, how they effect individuals and
ways it doesn’t effect the individuals. And also the history
of disability. Online petition created
by a 18 year old girl with
cerebral palsy fighting
for a disability education
to be on the curriculum.

10. Development – volunteer
Allports’s theory which says that “contact with
members of a stereotyped or minority group leads
to more positive attitudes”
Murfitt (2006) says that there is well established
evidence that direct contact with people who
have a disability is a key factor in fostering positive
attitudes towards them.
Why I chose this:
I think a big part of disabled
separation is that non-disabled don’t
understand how to act around
disabled people and how they will
react and often creates an
awkwardness which most people
experience.
My dad works at disability Stockport
and they are very under staffed and
he thinks it would be an excellent
idea to get young people to come in
and interact with the members.
I personally have volunteered there
on many occasions and I agree that
first off its difficult to know how to
interact with the members, but you
get easily use to it and realise they
are no different to us, but most
people won’t have had this kind of
interaction experience.
This volunteer scheme can be proven
to work through Allports’s theory and
Murfitt’s quote.
Idea: For the month of may have a volunteer
scheme that the pupils sign up for an hour a week
go visit a disability centre or special needs school,
just to socialise and interact with the members,
have a chat, play games (similar to volunteer
schemes for nursing homes and care homes). This
will help them to understand them more and how
to act around a disabled person.
Stockport
disability
centre

11. Inter –school social network
•Idea: To aim at a young audience create a School Social
network where the pupils can create their own profile, add
a picture, show their likes and hobbies, ect. The friend
match system suggest people who have the same interest,
also the network encourages meetings, similar to societies
(everyone who likes videos games, meet up once a week
to play video games).
Examples
Yazbeck et al (2004) Research into attitudes of disability.
Shows that it is not enough to have exposure to people
with disabilities; contact must be structured and
organized along a meaningful dimension
Why I chose this:
I had in my high school a system like
unilearn, but you could upload a
picture, write about yourself, add your
friends. And this is like that as it is a
school or local based site where
members create their own profile with
picture, likes, hobbies, ect. Here I
have used my boyfriend as an
example.
The friend match system creates an
automatic bridge of communication
weather the student is disabled or
non-disabled. It will help disability
social interaction as it will help people
look pass the disabilities and show
that they are more like us than
different.
Yazbeck’s research into attitudes of
disability is applied through this social
network.

12. Bands and speakers
Articles Discussing children’s reactions to the Paralympics.
Alex Brooker: “They will see that they are just the same as everyone else and
that even if you are disabled you can achieve incredible things”
Children: “Sometimes people are mean to people because they’re disabled
but there is nothing wrong with their personality, they’re the same as us.”
•“It is incredible to know that those with no legs can do so much.”
•"It's more inspiring because of how they've gone so low and come back
fighting”
•"The ability and perseverance that the disabled athletes show encourages
everyone.“
Parents: "For him to see that there are other people in the world who are
different – with no limbs or can't see – means that when he meets similar people
in the real world he won't feel scared or stare."
•"It makes them more simpatico to people in wheelchairs," she says. "It makes
them see them not as second-class citizens."
Why I chose this:
Have professionals and inspirational
people that have a disability come in
a talk in schools to be inspirational
and show they are as capable as
everyone else.
Similarly bands, an easy way to get
teenagers interested but feature
bands that have disabilities.
These events will knock down the
myth that disabled people are less
capable and promote positive
attitudes towards disability.
Example of poster
We can see this effect with the
Paralympics. Articles from Alex
Brooker, Tanya Aldred and Patrick
Barkham (2012) – Discussing children’s
reactions to the Paralympics.
This shows That events like this will
affect how people view disabled
people and create better attitudes
towards them.
•Idea: This is to involve an Older audience (16-19) where the
school puts on events with disabled speakers and disabled bands
to create an inspiring view and show the pupils disabled people
are just as capable.
Examples of people that could talk/play. Additionally any paralympian
would be excellent for this.

13. Campaign logo
• I decided I wanted to include all my ideas, it was
rather complicated so I created this campaign logo
to join all the aspects together.
Educate
Volunteer
Speakers
School network

14. Social media
Plan:
With my target audience social
media is a massive way to target
them directly. My strategy is to
create a Facebook, YouTube and
Twitter accounts.
Here you can see what the Scope
website would look like with my
campaign being on it.
This is a QR code that is scan-able
by a smartphone that links to the
scope website above. This will be
on all posters and adverts.
Also I would like to create a viral
campaign using celebrities to
create awareness, maybe talking
about people they know who are
disabled and how they should be
treated. I can use the scope
celebrity supporters to do this
with. And having the viewer the
option to share the videos, send
to friends, tweet about the videos
will get a lot of coverage for the
campaign.

15. Advertise
Plan:
This advert would mostly
feature on bus stops
near a primary school,
high school or a
college.
The idea is a mirror sheet
with an image
demonstrating a type of
disability. This advert
makes the viewer think
about how they would
want to be treated and
emphasise with disabled
people. The advert
would also show the QR
code and other
information about the
campaign.

16. Advertising
Plan:
My interactive technologies
include the school’s social
networking sites.
My viral campaign using
celebrities to create awareness
talking about people they know
who are disabled and how they
should be treated is interactive as
the viewer has the option to
share the videos, send to friends,
tweet about the videos will get a
lot of coverage for the
campaign.
Additionally I would have school
posters, but stop posters and teen
magazine posters that show a QR
code that the viewer can scan
with a smart phone and find
more information about the
campaign on the scope website.
The bus stop mirror adverts would
also be interactive advertising as
they require the viewer to
interact with the advert.

17. Key
Strategy chart

18. Final outcome