| > | | | | experience the tragedy shown on the screen. |
| Whilst it is true that we remember more of what | | | | This shock tactic advertising when it works is |
| we see than what we hear it is also a fact that | | | | motivating a change in behaviour through fear |
| what we feel has even more impact. Experiencing | | | | alone. This method can work with some people |
| a situation builds a realisation that mere telling | | | | although it can also easily offend too. |
| cannot. What we feel, hear and see has the | | | | Our approach to Disability Awareness Training is |
| power to touch us at an intellectual, sensory and | | | | to look at why discrimination occurs. This means |
| emotional level. | | | | confronting issues of fear and ignorance. We |
| Much Disability Awareness Training relies on holistic | | | | demonstrate a person with a disability has an |
| approach to discrimination. It regards discrimination | | | | identity which has nothing to do with their |
| against those with a disability the same as | | | | disability. This is the first stage in learning how to |
| discrimination against race colour or creed. In an | | | | relate to the individual with empathy. From this |
| academic way this is absolutely true. Discrimination | | | | building block it is then possible to develop a |
| is discrimination wherever it occurs. We can tell | | | | rapport with the person. |
| people that it is wrong to do and they will readily | | | | Disability is often something we would rather not |
| agree. Just as we would all agree that keeping to | | | | deal with. Like death or cancer disability is one of |
| the speed limit is the right thing to do and yet | | | | the taboos we’d rather not think about. |
| most of us exceed the limit at times. | | | | This head in the sand’ mentality is |
| Recent shock tactic advertising for anti smoking | | | | simply unacceptable in today’s world. |
| and drink driving use scenarios where the viewer | | | | Thanks to the DDA and the DRC these outdated |
| is challenged to feel what its like’ to | | | | attitudes and prejudices will have to go. |