An Ad Campaign That Sells More Than a Product

It can be hard navigating the world as a person with a disability, be it mental or physical, and it can be even harder to make friends. Unfortunately there is a lot of social stigma around people who look different, fortunately in the UK a company launched an ad campaign to sell chocolate and social acceptance. The ads are in support for the Paralympics which are currently underway in Brazil.

All three spots are based on real-life stories from disabled people. Another spot concerns a woman in a wheelchair who ran over another guest’s foot at a wedding. In the third, a disabled woman laughs with a friend about an embarrassing moment with her new boyfriend.

Cat Collins, strategy partner at AMV BBDO, explained in a statement: “Rather than creating distance by putting disabled people on a pedestal, we believed we could achieve more by showing disabled people simply as … people. For Maltesers, that meant seeking out the hilarious stories from their lives that they look on the light side of, just as the characters in the rest of our campaign do. It meant using a powerful weapon to break down discomfort, division and prejudice — a good laugh.”

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Learning Disability Treatment Breakthrough

Some Toronto-based researchers have found a way to treat learning disabilities using drugs. This seems kinda weird to me, but let’s see what happens!

To find out how important the protein was to learning, the researchers decided to breed mice that were missing the gene that makes the Neto1 protein and then evaluate the cognitive abilities of those mice.

They found that the altered mice had no obvious physical or behavioural problems but did have trouble learning new skills compared to normal mice.

The mice missing Neto1 failed a simple test in which they were made to swim through a water maze and find a hidden safety platform that would get them out of the water. Normal mice swimming through the maze were able to find the platform faster with each try, but the mice missing Neto1 got lost every time and did not seem to remember how to find the platform.

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