U.K. disability charity Scope is asking people to hide when they see a disabled person, in its latest TV ad.
Well, not exactly. H.I.D.E. is actually a mnemonic -that stands for: Say 'Hi'; Introduce yourself ; Don't panic; End the Awkward. Creative agency George & Dragon has created the idea to help open up a dialog in order to get the public talking to, and not avoiding, disabled people out of fear of doing or saying the wrong thing. The humorous ad, featuring the actor voice of well-known British actor Simon Callow ("Four Weddings and a Funeral"), shows people diving behind water coolers and hiding under desks to hide when a little person comes into the office.
The spot, which broke this weekend and ran during Paralympic coverage on Channel 4, was directed by Jim Gilchrist at Outsider. It's part of an ongoing campaign for Scope taglined "End the Awkward."