Scope's research revealed that disabled households face, on average, an additional £975 in monthly expenses to achieve a standard of living comparable to non-disabled households. To bring attention to this issue, Scope collaborated with influencer Moeed Majeed, whom we media-trained to engage effectively with the public. We crafted a narrative where Moeed approached individuals on the street, asking if they could spare £975, thereby illustrating the financial challenges faced by disabled families.
The campaign resonated deeply, prompting heartfelt reactions:
"Shout it LOUDER "
"This is amazing "
"An amazing video! It is shocking :( even as a disabled person myself I'm still shocked"
"Brilliant. Scope should do this campaign all over the country to inform and educate people"
"Really well produced piece of content – need more scope on the streets"
This initiative effectively raised awareness about the substantial extra costs faced by disabled individuals and families, sparking meaningful conversations and calls for broader educational campaigns.