Agency: The Gate
National disability charity, Scope, has launched a hard-hitting advertising campaign to raise awareness of the discrimination faced by disabled people.
Developed by integrated agency, The Gate, the work has been developed to promote the charity’s Time to Get Equal Week and centres around a powerful responsive cinema advertisement which highlights the fact that disabled people are four times more likely to be violently assaulted than non-disabled people.
The 30-second ad features CCTV-style footage showing a man in a wheelchair being assaulted, pushed to the ground and then kicked and beaten, before his attacker runs off, leaving him in the street. The end-frame reads: “Discrimination against disabled people. Stop it. scope.org.uk”
The ad will run in 200 cinemas nationwide throughout Time to Get Equal Week (June 9-15) as well as for a month following the national event. The advert holds a 12a certificate and will be shown alongside films including ‘Sex & the City’ and ‘Indiana Jones and the Kingdom of the Crystal Skull’.
A series of print ads will also run in selected national press highlighting the major themes of the national awareness week. The ads encourage readers to support Scope in gaining equality for disabled people. Disabled people were consulted on the content of all advertising in the campaign.
Chief Executive of Scope, Jon Sparkes, said, “We hope our advertising campaign will make people wake up to the harsh reality of disablism.
“We want people to become more aware of what disabled people often have to endure in our society and to support us to make the changes needed so that disabled people are treated the same as non-disabled citizens in Britain, with full and equal rights.”