To progress the campaign the ‘A-Z of Sex & Disability’ was launched as awkwardness is at its worst when it comes to attitudes towards disabled sex and relationships. Openly tackling this taboo subject with a raunchy and light-hearted look. The A-Z “normalized” the loves and lusts of disabled people in Britain today, correcting the assumption that disabled people don’t have fulfilling sex lives and relationships. Each letter broached a subject around sex and relationships and content provided real-life information that educated through entertainment.

To ‘End The Awkward’ under the covers, we released the A-Z of Sex and Disability.

This was a beautifully designed series of posters, for each letter of the alphabet. Supporting content lived online, relating to both the letter and an issue around sex and disability.

For example, A was for Amputee which revealed the details of a ‘morning-after-story’ with someone with a prosthetic limb. Or D was for dating which offered practical tips for dating someone with a disability. Each letter was designed to be both entertaining and educational reducing awkwardness between non-disabled and disabled people.

Each letter was illustrated in a bold, clear and refreshing way to give the campaign an aesthetic appeal and standout and to help modernise the Scope brand. The look worked well in both print and digital formats and was accessible to a disabled audience.

The posters were exhibited at an exhibition held in late October, printed at large-format.

The campaign made an impact in the media and gained coverage in a host of national titles from The Huffington Post, the Metro, BBC, The Daily Telegraph, and Sky News. To help launch the campaign, we released a video featuring Alex Brooker we got just under 15,000 views and over 5000 actions. The content generated 822 tweets and 3462 clicks on Facebook links.

The campaign was also highly sharable, a week after its launch, it had been shared 20,977 which was more than the whole campaign to that point (18,303.) The figure was 227% over the initial target.