By Duncan Mackay

Charity Scope say the "jury is still out" on the long-term effects of London 2012November 13 - A major British charity is to launch a new advertising campaign after claiming that last year's successful Paralympics in London have not changed people's attitudes towards the disabled.


Scope, who support disabled people and their families through practical information, have carried out research which they claim shows people still feel uncomfortable around people with disabilities.

"In 2013, life is really if tough if you're disabled," said Mark Atkinson, Scope's director of communications, told Campaign Magazine.

"The jury's out on the Paralympics effect and at the same time, you're struggling to pay the bills and get the support you need to live independently."

Britain's Paralympic team were celebrated after their success at London 2012 but Scope claim the majority of people still feel uncomfortable around disabled peopleBritain's Paralympic team were celebrated after their success at London 2012 but Scope claim the majority of people still feel uncomfortable around disabled people ©Getty Images

The campaign is being led by marketing firms Grey London and MediaCom and will involve nationwide television and social media.

"It's the right time to take a long look at what sits behind public attitudes and see how we can use a campaign to change the way people think," said Atkinson.

"If we can do that, then it will create a climate in which we hope politicians will think differently.

"We want to change society."

Contact the writer of this story at duncan[email protected]


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