The government is ploughing an extra £1.5m into fighting discrimination on grounds of disability with the launch of a national press and poster campaign through D'Arcy.The campaign kicks off next week targeting small business service providers to encourage them to think about how potentially restrictive their service might be for a disabled customer.
The work aims to show that making changes to customer services required by the Disability Discrimination Act helps disabled customers access goods and services as easily as anyone else.
Five ads, written by Angus Macadam and Paul Jordan, feature real business people showing what changes they've made to the way they deliver their service. Across the executions, different disabilities are shown to demonstrate that there are many disabilities that make access to goods and service sometimes tricky - reinforcing the idea that it's not just an issue for those in wheelchairs.
Kate Hopkins, account director at D'Arcy, said: "This campaign is more focused on getting service providers to act differently, not just think differently. Rresearch showed us that the best way of encouraging the behavioural change we want is to give people in business examples of what they could actually do."
