So, I'm finally getting around to writing on the new Creature Discomforts ads developed by Leonard Cheshire Disability, a large disability service agency that operates throughout the UK. I would imagine from reading the LCD site that they are very similar to the ARC or independent living centers here in the U.S., although their reach and agenda seems to be much broader than just delivering services. They work globally and claim to work with NGO's in 52 different countries and has six regional offices in Asia, Africa, Latin America, and the Caribbean. One of the more impressive campaigns pursued by LCD has been the Creature Discomforts series of PSA's.
I first stumbled across the Creature Discomforts series last fall as I was preparing to teach a new liberal education class at the University of Idaho called "What is Normal Anyway?" The class encompassed an entire year where we explored the construct of normality, especially as it applies to the (mis)construction of ability and disability. One of the first assignments I had the students do was go out and collect media items that portray disability and then we, as a class, would critique the portrayal. One of my students stumbled on this site through her research. After viewing many disempowering or downright stigmatizing portrayals of disability it was refreshing to see the ads on the Creature Discomforts site. As a class we went through all of the ads on the site and discussed the issues presented: access, stigma, etiquette, rights, and even sexuality are covered in these short 30 second PSA's and present a message that counters the dominant discourse about disability being a tragedy or a flaw in the individual.
When I first watched these ads there was an air of familiarity about them that I couldn't quite put my finger on, but after doing some further reading on the Creature Discomforts site I realized that the characters seemed so familiar because the animation was done by the same studio that created "Wallace and Gromit", Chicken Run, and other animated classics. Even though these are short 30 second PSA's they still retain the high production values we have come to expect from Aardman Animation and perhaps even more impressive is the fact that LCD and Aardman Animation went out of their way to hire disabled voice talent for each of the characters. In the U.S. we often see nondisabled actors playing characters with disabilities...like Daniel Day Lewis in My Left Foot, or Cuba Gooding Jr. in Radio, so it's nice to see that even for an animated ad campaign like this where the viewing audience can't tell who the voice talent is, the producers placed a high priority on authenticity and reached out to involve the disabled community in the UK...especially in Cardiff.
So, I'd better wrap up this post, but before I do I guess I should get to the point of the post, but first a little background. LCD did a first run of these Creature Discomforts ads a couple of years ago and they were so popular that they went back to Aardman Animation and asked them to develop a second run with all new characters. They've been releasing a new character every couple of weeks this summer. So I wanted to get my humble readers' opinion on their favorite character(s). Of course, that means all two of you will have to respond to this post...LOL...but seriously, what is your favorite ad? Who's your favorite character?
My favorite character you ask? Well, that's a tricky question because I like a lot of them but I think that Tim the Tortoise is my favorite of the original run of PSA's. There's just something about his voice that vaguely reminds me of my grandfather...and the scenario Tim discusses is really down to earth. Everyone likes candy right? I love his last line here...makes me chuckle every time, although there's a certain element of dark humour to it.
In terms of the new characters I think that the ad with Roxy the Rabbit and Millie the Mouse is the most groundbreaking...therefore it's my favorite. There is still this societal taboo around discussing sexuality, and especially around the sexuality of individuals with disabilities. There is this notion among many people that people with disabilities can't or shouldn't be allowed to be sexual beings. In fact many parents of children with disabilities have a very difficult time with this issue and seek to keep their child from fully developing into an adult by sheltering them from issues of sexuality and attraction. Taken to the extreme this infantilization of disabled people results in phenomena like the Ashley X scandal of last year that further drove a wedge between parents groups and self advocacy organizations. Even the most committed of advocates for disability rights sometimes struggle with the issue of sexuality, because it is the ultimate admission that a person with a disability has a right to engage in the procreative process like anyone else. So, that's why I like Roxy and Millie...they directly address this issue.
Now, we just need to get U.S. networks to air these ads during
primetime...think of the uproar it would cause here. I think it would be great. At least it would get people talking and thinking about how we treat individuals with disabilities.
I first stumbled across the Creature Discomforts series last fall as I was preparing to teach a new liberal education class at the University of Idaho called "What is Normal Anyway?" The class encompassed an entire year where we explored the construct of normality, especially as it applies to the (mis)construction of ability and disability. One of the first assignments I had the students do was go out and collect media items that portray disability and then we, as a class, would critique the portrayal. One of my students stumbled on this site through her research. After viewing many disempowering or downright stigmatizing portrayals of disability it was refreshing to see the ads on the Creature Discomforts site. As a class we went through all of the ads on the site and discussed the issues presented: access, stigma, etiquette, rights, and even sexuality are covered in these short 30 second PSA's and present a message that counters the dominant discourse about disability being a tragedy or a flaw in the individual.
When I first watched these ads there was an air of familiarity about them that I couldn't quite put my finger on, but after doing some further reading on the Creature Discomforts site I realized that the characters seemed so familiar because the animation was done by the same studio that created "Wallace and Gromit", Chicken Run, and other animated classics. Even though these are short 30 second PSA's they still retain the high production values we have come to expect from Aardman Animation and perhaps even more impressive is the fact that LCD and Aardman Animation went out of their way to hire disabled voice talent for each of the characters. In the U.S. we often see nondisabled actors playing characters with disabilities...like Daniel Day Lewis in My Left Foot, or Cuba Gooding Jr. in Radio, so it's nice to see that even for an animated ad campaign like this where the viewing audience can't tell who the voice talent is, the producers placed a high priority on authenticity and reached out to involve the disabled community in the UK...especially in Cardiff.
So, I'd better wrap up this post, but before I do I guess I should get to the point of the post, but first a little background. LCD did a first run of these Creature Discomforts ads a couple of years ago and they were so popular that they went back to Aardman Animation and asked them to develop a second run with all new characters. They've been releasing a new character every couple of weeks this summer. So I wanted to get my humble readers' opinion on their favorite character(s). Of course, that means all two of you will have to respond to this post...LOL...but seriously, what is your favorite ad? Who's your favorite character?
My favorite character you ask? Well, that's a tricky question because I like a lot of them but I think that Tim the Tortoise is my favorite of the original run of PSA's. There's just something about his voice that vaguely reminds me of my grandfather...and the scenario Tim discusses is really down to earth. Everyone likes candy right? I love his last line here...makes me chuckle every time, although there's a certain element of dark humour to it.
In terms of the new characters I think that the ad with Roxy the Rabbit and Millie the Mouse is the most groundbreaking...therefore it's my favorite. There is still this societal taboo around discussing sexuality, and especially around the sexuality of individuals with disabilities. There is this notion among many people that people with disabilities can't or shouldn't be allowed to be sexual beings. In fact many parents of children with disabilities have a very difficult time with this issue and seek to keep their child from fully developing into an adult by sheltering them from issues of sexuality and attraction. Taken to the extreme this infantilization of disabled people results in phenomena like the Ashley X scandal of last year that further drove a wedge between parents groups and self advocacy organizations. Even the most committed of advocates for disability rights sometimes struggle with the issue of sexuality, because it is the ultimate admission that a person with a disability has a right to engage in the procreative process like anyone else. So, that's why I like Roxy and Millie...they directly address this issue.
Now, we just need to get U.S. networks to air these ads during
primetime...think of the uproar it would cause here. I think it would be great. At least it would get people talking and thinking about how we treat individuals with disabilities.
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