Disability: Ask don't assume

Negative attitudes and assumptions from non-disabled individuals can profoundly impact many aspects of disabled people's lives, including employment, career progression, education, and social participation. The most common issue is the tendency to offer help based on assumptions rather than actual needs. Our campaign set out to tackle this challenge by encouraging non-disabled people to #AskDontAssume.

Through impactful storytelling and the support of allies, we showcased the issues and promoted the solution, normalising appropriate behaviour. Our carefully planned partnership with C4 Studios, along with targeted Out-of-Home, social media, and display channels, helped amplify the message. The campaign was a resounding success, with 91% of participants reporting an intention to adopt positive behaviours towards disabled individuals, which when enacted will dramatically improve the quality of life for many disabled people in the UK.