Press Release
Hard-hitting commercial highlighting abuse of disabled people comes to the big screen
Wednesday 28th March 2007
A powerful, hard-hitting commercial which highlights the daily abuse and bullying endured by people with learning disabilities is being launched by the Disability Rights Commission (DRC) in cinemas across the UK on Friday, 30th March.
‘Nice Day’ features actor Russell Ramsey, who has Down’s Syndrome, and highlights the negative attitudes, verbal abuse and hostility that many people with learning disabilities face on the streets every day.
Nine out of ten people with a learning disability say they have experienced harassment and bullying and a new poll, conducted by IPSOS/MORI for the DRC, found that a third of disabled adults say that they don’t feel safe in their local area.
‘Nice Day’, directed by Paul Gay with voice over by Meera Syall, is part of the DRC’s ‘Are we taking the dis?’ campaign, which was launched last year. The campaign aims to shine a spotlight on the deep-rooted and persistent discrimination that many disabled people face in Britain today.
This February, the DRC launched its Disability Agenda which sets out ten clear public policy prescriptions for the Government which will create real opportunities for disabled people in employment, education and society – creating communities where disabled people feel safe and valued is chief amongst these.
Agnes Fletcher, DRC’s Director of Policy and Communications said:
“Making communities safer and tackling abuse and harassment against disabled people is at the heart of the DRC’s Disability Agenda. Many disabled people clearly feel unsafe or unwelcome in their area and many have been on the sharp end of verbal abuse and even violence. ‘Nice Day’ shows what a corroding effect it has on their lives and on their families. Bullying and abuse are based on ignorance, prejudice, discrimination and hate. They have no place in an open and democratic society.”
‘Nice Day’ was commissioned by the DRC from McCann Erickson Communications House.
‘Nice Day’ airs from March 30th – April 5th 2007 in 245 cinemas across Britain.
The DRC’s Disability Agenda is downloadable from: www.disabilityagenda.org
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