More than 10 years after the Disability Discrimination Act came into force, disabled people are still being denied their rights. Scope’s Time to Get Equal campaign was launched to increase public awareness of ‘disablism’ (discrimination against disabled people) and urge people to take action.
To highlight disablism in the UK
To encourage people to sign a petition on the UN Convention on disability
To amplify the voice of disabled people.
Strategy and plan
The campaign centred on violence against disabled people. This was supported by the promotion of a series of regional events that highlighted discrimination in other areas such as transport and employment.
The findings of a survey on disabled people’s lives was offered as an exclusive to The Daily Telegraph.
Measurement and evaluation
The campaign generated just under 150 pieces of media coverage. This included positive coverage by The Daily Telegraph website, The Times and Channel Four News websites.
Scope’s petition on the UN Convention on disability attracted 46,000 signatures after being promoted in Scope’s shops. Scope’s ad on disability hate crime was the most watched non-profit video on YouTube