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*That* Maltesers TV Ad From Last Night…

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This advert launched during coverage of the Paralympics on Channel 4 television last night in the UK

It's an old joke, but… let's say it's unusual for a chocolate brand owned by Mars. Representatives from Scope, the UK disability charity posted on message boards,

We worked with Maltesers on these fantastic ads. We're all about social change and changing people's attitudes. Adverts like this can really help to start to do this.

We're back again this year with our flagship campaign to try and End the Awkward – but this year we're tackling it before it even begins!

We know that a staggering two-thirds of non-disabled people feel awkward around disability. We also know that a significant chunk of that group feel so awkward that they've even deliberately avoided a disabled person for fear of saying the wrong thing or putting their foot in their mouth.

At Scope we believe you can't end the awkward if you're avoiding people to start with!

Got an awkward story to share? Have you ever been avoided as a disabled person? We'd love to hear from you! Just email stories@scope.org.uk.

Who knows, this could lead to you being the star of the next big advert!

Find out more: www.scope.org.uk/awkward

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Rich JohnstonAbout Rich Johnston

Founder of Bleeding Cool. The longest-serving digital news reporter in the world, since 1992. Author of The Flying Friar, Holed Up, The Avengefuls, Doctor Who: Room With A Deja Vu, The Many Murders Of Miss Cranbourne, Chase Variant. Lives in South-West London, works from Blacks on Dean Street, shops at Piranha Comics. Father of two. Political cartoonist.
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