Scope exists to make this country a place where disabled people have the same opportunities as everyone else. Until then, we’ll be here. We provide support, information and advice to more than a quarter of a million disabled people and their families every year. We raise awareness of the issues that matter. And with your support, we’ll keep driving change across society until this country is great for everyone.

The Southern Co-operative will be supporting Scope’s End the Awkward campaign, which aims to tackle the awkwardness people feel about disability. Scope research shows 67% of the British public feels awkward around disabled people, and as a result they panic or worse – avoid contact altogether.

The charity is working with the Southern Co-operative to produce a film inspired by End the Awkward (displayed below). Disabled people will share their awkward retail-based anecdotes and share tips for staff.

We’re delighted to be working with Southern Co-operative to help create neighbourhoods for everyone. We take a light-hearted approach with End the Awkward – we don’t want to point fingers or use equality jargon. But there’s also a serious side to the campaign. We know that many disabled people still face negative attitudes at work, in the playground and in the street. We hope our campaign will start conversations about disability and get us all thinking about what we can do to overcome those awkward moments in life. After all, there are 11 million disabled people in Britain. That shouldn’t be awkward for anyone. Richard Lane, Group Head of Campaigns