Disability charity Scope’s new advert sheds light on the continuing inequalities faced by disabled people in everyday life.
The new film shows disabled actors lip-syncing to The Chemical Brothers’ dance track ‘Galvanise’ as they go about their days facing a range of barriers from unexpected staircases to rude glares.
It comes as recent research from the charity reveals that 3 in 4 disabled people have experienced negative attitudes in the past five years, while 87% say it has detrimentally impacted their lives.
View this post on Instagram
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing news sent straight to your inbox each morning
The issue of disability rights generated wide discussion after 11-time Paralympic gold medallist Baroness Tanni Grey-Thompson was forced to crawl off an LNER train after arriving at Kings Cross after assistance failed to show up.
Speaking to Metro newspaper about the campaign, Scope head of communications Alison Kerry said it was a “sad reminder” that too many disabled people continue to get treated as “second class citizens”.
Other recent adverts from Scope have focused on the impact of the cost-of-living crisis which disproportionately impacts disabled people. The disability charity’s recent research found that disabled households need on average an additional £1,010 per month to have the same standard of living as non-disabled households.
The new advert comes after a refreshed brand identity which saw the charity change its streamline from “Equality for disabled people” to “Creating equal futures with disabled people”.
