Medium and message: Leonard Cheshire Disability and Aardman Animations

Leonard Cheshire Disability teamed up with the creators of Wallace & Gromit to get its message across.

Leonard Cheshire Disability is launching the latest stage in its successful Creature Discomforts campaign, which uses animated characters to highlight the disadvantages and discrimination experienced by disabled people.

The campaign, which was launched in November, was inspired by Creature Comforts, the short 1989 film created by Nick Park and Aardman Animations, the team behind the Wallace & Gromit films. The characters from the film were famously used in a series of ads for Heat Electric before a television series was made.

The Creature Discomforts adverts, which were produced by Aardman, use the voices of disabled people describing the negative attitudes and barriers they have encountered.

"Using the voices of disabled people means the stories are informative, entertaining and poignant," says Steve Harding-Hill, director of Creature Discomforts.

Leonard Cheshire Disability approached the company because the show was "much loved for its ability to bring home messages in a simple, everyday way". Judith Barnard, director of communications at the charity, says the idea was to make a serious point through a medium people would find amusing. "We want to change attitudes to disability, not in a confrontational or aggressive way, but in a humorous way," she explains.

The ads run this month, and the TV campaign is backed up by street posters.

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