Social exclusion is something that people with disabilities know all too much about, from brief interactions with people on the street, to exclusion in places or events. The root of these incidents is caused by the lack of empathy surrounding the concepts of stigma. There have been many studies analysing stigma and the effects it can cause. Simply put, stigma is an attribute of a person, that may or may not be able to change, and is perceived negatively consequently devaluing that person. My theory is that to influence change in discrimination it needs to be targeted a lot like advertising. By immersing society in a specific subject, the more ‘normal’ and accepted it would become.