Winners & Shortlists

END THE AWKWARD

TitleEND THE AWKWARD
BrandSCOPE
Product/ServiceBRAND
Entrant Company GREY LONDON, UNITED KINGDOM
Advertising Agency GREY LONDON, UNITED KINGDOM
Media Agency MEDIACOM London, UNITED KINGDOM
Production Company BISCUIT FILMWORKS London, UNITED KINGDOM
Credits
Name Company Position
Nils Leonard Grey London Chief Creative Officer
Vicki Maguire Grey London Deputy Executive Creative Director
Lex Down Grey London Creative
Jamie Starbuck Grey London Creative
Bill Scott Grey London Managing Director
Katharine Easteal Grey London Account Management
Sophie Fredheim Grey London Account Director
Rosalie Jones Grey London Account Management
Matt Tanter Grey London Planning Director
Mike Alhadeff Grey London Planner
Jeff Low Biscuit Filmworks Director
Daniel Bronks Biscuit Filmworks Director Of Photography
Kwok Yau Biscuit Filmworks Producer
Anne Perri Workpost Editor

The Campaign

Scope wanted to create a campaign that was responsible for changing behaviours around disability. We created the ‘End The Awkward’ campaign pinpointing three everyday scenarios – the workplace, the job interview and the pub – where disabled people could face awkward situations. Fronted by TV comedian Alex Brooker, the spots were a light humoured guide in resolving the tension in how to behave towards disabled people. This was supported online, principally through an online quiz where people could test their level of awkwardness. Social activity allowed people into the campaign with the hashtag #endtheawkward allowing people to tweet their own awkward situations.

Success of the Campaign

The results so far: 1.3 million views. Over 100 stories in the media (including international television, radio, websites and newspapers). Coverage on BBC News. 800k views (in one day) of an article exploring awkwardness. Over 5000 tweets using #EndtheAwkward Facebook activity saw over 130k people actively engaging with the campaign. Over 65,000 people took our End The Awkward Quiz. Smashed twitter engagement targets by 500%. Importantly, the campaign galvanised the Scope team internally, and gave them a tool to talk about the work they do. Scope’s short-term goal to get people talking about disability has been a resounding success but most importantly it has made a start on the long-term goal of changing attitudes and behavior. A great beginning to ‘The End of Awkward’

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The ‘End The Awkward’ campaign set about recognising ‘ice-breaker’ moments that everyone could relate to and launched with three films featuring these situations. Spending media-money wisely the films aired as a ‘roadblock’ event on C4. This was followed with targeted online pre-rolls/VOD and cinema spots. Their call-to-action directed people to online content aimed at extending the conversation. This included a Facebook quiz asking people to test their awkwardness levels, behind the scenes material from the shoot days, and a full programme of content @Scope.org.uk/awkward tailored each week to fit the film’s themes. It didn’t stop there: We then created a bespoke Buzzfeed article broadening the reach and continuing the conversation amd ambassador Alex Brooker took to Reddit for Scope participating in an online Q and A around the campaign and his involvement.