DRC puts Nice Day campaign in cinema

The Disability Rights Commission rolls out a new cinema campaign, created McCann Erickson, which seeks to address the abuse and bullying suffered by those with learning difficulties.

A 60-second commercial entitled “Nice Day” breaks in cinemas across Britain next week and uses the strapline “Are we taking the dis”. It follows up on last year’s national press, cinema and poster activity rolled out last year.

It has been directed by Paul Gay, with a voiceover by Meera Syal.

Charlotte Thompson, managing partner at McCann Erickson, says: “At present nine out of ten people with learning disabilities are bullied across the UK. With the help of cinemas across the UK we will be able to succinctly communicate this message in a way that will encourage the millions of viewers to support the agenda on disability discrimination.”

The media planners where Carat.

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