Focus: Communications - Three minutes with ... Winnie Coutinho, Changing Faces

What is your campaign and how have you stepped it up recently?

We launched a campaign in November that was intended to challenge the public's reaction to children who have disfigurements.

A lot of our work involves supporting people affected by this issue, but if we are to make a difference, we need to change the way people think.

We have been given free advertising space on 280 London Underground sites for two weeks until the end of this week. The idea is that if we introduce the public to images of children who are disfigured, it might encourage them to put themselves in the shoes of those children.

What do you hope to achieve?

We want to get the public to react more positively to disfigured children - if we can get the public to treat them differently when they are young, we can try to prevent some of the problems they might encounter when they are adults.

When the children are young, it's actually the mothers who take the brunt of it. Some people can be really nasty and say things such as "babies like that shouldn't be seen outside". But in most cases people just don't know how to react, so they end up staring or sitting away from them. We don't want people to go and say hello to mothers with disfigured children if that's not what they would normally do - we just want them to behave as they would towards any other mothers and children.

How did you find the people in the posters?

We approached clients we thought might want to take part - most of them said they got stared at every day anyway, so if they could help make a positive difference they would do whatever they could.

What is the next step in the campaign?

Towards the end of the year we will focus on teenagers, for whom peer acceptance is important.

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