Disability rights group calls in Media Strategy

The Disability Rights Commission has chosen Media Strategy to support its mission of putting disability issues at the heart of government policy.

The appointment follows a Disability Debate undertaken by the body, which identified ten ‘priorities for change'.

DRC head of media relations Patrick Edwards said the Government needed to take better account of disability issues to achieve its general aims. For example, it wants child poverty abolished by 2012 but more than half of children in poverty have a parent with a disability. Moreover, less than 50 per cent of disabled people are in employment.

‘We want to take the collecting tin out of disability communications and show that it is a "hard issue" of massive importance,' said Edwards. He also called on businesses to better support the needs of disabled staff, a measure he said would boost the economy.

A new Disability Equality Duty comes into force in the public sector in January. The DRC is also eager that its interests do not become diluted when it becomes part of the new Commission for Equality and Human Rights.

Media Strategy partner Sarah Richards leads the account, which runs until October 2007 when the DRC gets subsumed into the CEHR. The agency won a five-way pitch, compiled from around 50 expressions of interest.

DRC chair Bert Massie launched the Disability Debate in January, attended by Tory leader David Cameron.

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