THE CONTEXT

Mencap briefed us to create a campaign that would raise awareness and drive fundraising by showing the everyday realities faced by people with a learning disability and inspire the UK public to take meaningful action.

The key insight came directly from Mencap’s lived experience groups: one word echoed through nearly every story - “no”. No to inclusion, no to opportunity, no to being seen. For the 1.5 million people with a learning disability in the UK, “no” is a daily reality. But just one “yes” can change everything.

Our strategic challenge was to take this deeply personal and systemic issue and turn it into a universal emotional truth, one that would move people from empathy to action.

THE IDEA

Be The Yes - a powerful emotional call to action, inviting the public to turn a lifetime of “no” into a single, life-changing “yes” for people with a learning disability.

To launch the campaign, we created a mixed-media film telling the real story of Emily, a young woman repeatedly excluded because of her disability. The campaign rolled out across digital, social, and PR channels, supported by a fundraising drive and public engagement activity led by Mencap, turning a deeply personal story into a national rallying cry.