Disability equality charity Scope has this week launched a hard-hitting new campaign to highlight how the cost-of-living crisis is disproportionately impacting disabled people.
Alarmingly, the charity has revealed that a quarter of people phoning up its advice line have admitted to turning medical equipment off to save money, whilst close to 40% of callers admit to being in energy debt – with over £1,000 owed on average.
Created in collaboration with ITV Creative, the campaign will be spearheaded by a 60-second hero film running on airtime gifted by the broadcaster.
Airing throughout May and June, the film features the stories of six real-life people living with disabilities, in scenarios inspired by some of the thousands of calls that Scope has received during the current economic crisis.
The film illustrates the devastating impact that the crisis can have on disabled people who often rely on electrical equipment for their health and independence.
The film spotlights devices such as CPAP machines to breathe, hoists to get in and out of bed, and communication devices to speak as particular examples.
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“Life costs a lot more when you’re disabled. The energy crisis has been tough for us all, but for disabled people it can be about the cost of breathing, or the cost of speaking or moving,” Scope executive director of partnerships, Paul Fuller said.
“We hope this advert will highlight this, as well as letting disabled people who are facing difficulties know that Scope is here to help.”
Running with full captions and an audio described option, the ad comes as part of a series of spots that aim to put accessibility first.
Nationwide out-of-home assets will also help proliferate the campaign’s wider message, through pro-bono ad space gifted by media owner Clear Channel UK.
ITV director of social purpose, Susie Braun added: “As a public service broadcaster, ITV has been shining a light on the cost of living crisis and supporting the British public in navigating it across our content.
“Our partnership with Scope seeks to highlight the support available to disabled people who are dealing with the life-changing impact of additional increased costs. We’re delighted to partner with Scope once again on such an important initiative.”
