A new campaign developed in partnership with disabled people is being launched this week, with the aim of empowering the public to become allies to disabled people.

The government-backed campaign features prominent disability influencers who have helped to develop the messaging and star in its ads. This includes thought-provoking slogans crafted in collaboration with each influencer and captivating imagery, all skilfully captured by renowned photographer Ian Trehearne who, due to his Type 2 Usher Syndrome, also goes by the pseudonym ‘The Blind Photographer’.

About the “Ask, Don’t Assume” Campaign
Aptly titled “Ask, Don’t Assume,” the campaign aims to raise awareness of the everyday assumptions faced by disabled people and offers practical guidance for allies who are keen to do the right thing.  

Research shows that in the past five years, three-quarters of disabled individuals have encountered negative attitudes and behaviours. Most often this is unintentional, and comes from well meaning friends, colleagues and people passing by.  

Some of the most common behaviours cited in the research included underestimating a disabled person’s intellectual ability or capabilities in many environments including school, university and the workplace. Other behaviours included guiding a blind person without asking first, pushing someone in a wheelchair without first checking they need it and asking intrusive questions about someone’s disability.  While often well-intentioned, these behaviours can be hurtful to those with disabilities. So their message is simple: ‘please don’t be afraid to just ask us how you can help!’

People with disabilities take centre stage
The campaign stars influencers and celebrities with a diverse range of disabilities, such as former Love Islander Niall Aslam. He shared his hopes for how members of the public can get behind it:

“It’s important for me to be involved in this campaign because it resonates with a message I’ve been advocating for a long time. I’ve experienced situations where assumptions about autism, coupled with a lack of understanding, has placed me in very challenging circumstances. I believe many of these situations could have been avoided.

“My aim is to spread awareness in the hope that others won’t have to experience some of the challenges I have faced. It’s vital for people to understand that everyone has individual needs. Simply listening and not making assumptions can immensely improve the lives of disabled people. I’m really hopeful that this campaign can make strides in promoting that understanding and awareness.”

The campaign, which is backed by the Government’s Equality Hub, has put those with disabilities front and centre in shaping the work.

Minister for Disabled People, Health and Work, Tom Pursglove MP, said:
“It is key that disabled people are treated with the same dignity and respect as anyone else. Far too often they suffer from other people’s assumptions about their capability and what they can or can’t do.

“That is why it is vital that we ask rather than assume when interacting with disabled people.

“As a Government, we are delighted to have worked alongside a number of inspiring disabled people and disability focussed organisations to develop this campaign, and together I hope we can start an important national conversation about how we can all become better allies to disabled people.”

Joining Niall Aslam, the campaign also features visually impaired influencer Claire Sisk, model and disabled sports star Ashley Archer, and Catrin Pugh, who at age 19 was left with 95% burns after surviving a devastating coach crash.  Prominent disability organisations such as Autistic Nottingham, SAMEE, RSN and Disability Peterborough have also been closely involved in shaping the campaign.

Co-creating the campaign with the influencers has been a huge priority. Ashley Archer expresses his support of this approach: “I am so happy about this campaign. Sometimes I am asked to do stuff but I don’t always get to give my opinion. Being part of the creative process was great because it gave me the chance to speak about the issues affecting us. “

Catrin expressed her enthusiasm for the campaign, stating, “Having an opportunity to not only spread awareness but to help create positive changes in everyone’s actions towards people with disabilities was a big reason why I got involved!”

The launch of the campaign comes as the Government is seeking views on its proposals for a Disability Action Plan. The Plan will build upon the Government’s achievements over the last year on education, work, leisure, and rights for disabled people. This includes supporting the passage of landmark legislation: the Down Syndrome Act and British Sign Language (BSL) Act – and a consultation to support the introduction of a new BSL GCSE.

Further Information:
The “Ask, Don’t Assume” campaign will debut with life-size posters on streets of London and  the West Midlands on the 26th September, and will include digital ads on social media platforms starting Thursday 28th September.  The campaign’s visual storytelling was entrusted to the talented blind photographer, Ian Trehearne, who has Type 2 Usher Syndrome. Ian expresses his support of the campaign stating:

“In life, personally and professionally, it’s always me adapting to the able bodied world, working around other people. This project felt like the commercial world was finally adapting and working with me. Small considerations make big changes.”

The campaign has aimed to include a diverse range of disabilities, especially representing those that are often overlooked. For more information about the campaign visit https://askdontassume.campaign.gov.uk/.