NEWS
TOTAL LICENSING
NEW AD CAMPAIGN CHALLENGES OUR CREATURE
DISCOMFORTS
A new campaign to challenge and change attitudes to- the wider population.
wards disability was launched by Leonard Cheshire Dis- The animations are based on the genuine voices of dis-
ability and previewed online in November 2007. abled people describing in their own words the negative
The charity has teamed up with Aardman Animations to attitudes and barriers they experience, which separate
create a highly original them from society. �ne ne of of thethe fourour animationsanimations addressesesses
campaign called Creature a common assumption that people in wheelchairs are not
Discomforts. The aware- able to speak for themselves.
ness campaign is based The animation opens with Spud the Slug, who is in an
on the much-loved Crea- electric wheelchair saying: “…that many people say – oh
ture Comforts series but you’re in a wheelchair – you’re rubbish. You can’t do any-
features the hallmark thing. A lot of it, it is ignorance.”
plasticine characters with Peg the Hedgehog appears next, sitting in her wheelchair
disabilities, combined having a cup of tea. She says: “People have assumed that
with the real voices and wheels mean… nothing up here in the brain, you know.”
experiences of disabled Each of the four animations ends with the message
people. “change the way you see disability”.
The Aardman Animations team has created new charac- Bryan Dutton, Director General, Leonard Cheshire Dis-
ters for Leonard Cheshire Disability’s campaign including ability said: “We want people to change the way they see
a bull terrier in a wheelchair, a stick insect with a walking disability, to think and act differently and to make a posi-
stick and a tortoise on crutches. tive difference to the lives of disabled people.”
The characters will appear in adverts at bus stops, in Steve Harding-Hill, the Director of Creature Discomforts
newspapers, magazines and online. In January, the anima- at Aardman Animations said: “Leonar“Leonard Cheshiree Disabili-Disabili-
tions will be aired on ITV. The campaign highlights the ty’s new campaign is an important step towardsds changingchanging
disadvantage and discrimination that disabled people ex- everyone’s attitudes to disability. Workingorking onon it it has has been been
perience every day, largely as a result of the ignorance of an amazing experience for us all at Aardman.”
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