The Motability Scheme pilots its first ever national awareness campaign, aiming to reach the 1.2 million eligible people who do not currently use the scheme across the UK.
People with disabilities and their families across the UK can now watch the first ever television advert for the Motability Scheme as its national awareness campaign ‘Everyday Freedom’ pilots this spring.
Paired with a print, digital and PR campaign, the national television advert aims to boost awareness and understanding of the Scheme amongst people who are eligible to join and their families.
The Motability Scheme is the UK’s leading car scheme for disabled people, providing affordable, convenient, worry-free motoring to over 630,000 disabled customers and their families. Scooters and powered wheelchairs can also be leased through the Scheme which has spent over 40 years supporting people to maintain their independence.
Currently, just one-third of eligible disabled people in the UK are enjoying the benefits of the Scheme, while 1.2 million people are estimated to not be utilising the everyday freedom it can offer.
After a successful regional pilot, this national pilot of the television advert will see it run across ITV, Channel 4 and selected Sky channels for around three months. This will be supported by a radio, digital and national newspaper campaign, and a range of content on social channels. The campaign, which goes live this month (May 2021) can be viewed here.
Through the Motability Scheme, recipients of the Enhanced Rate of the Mobility Component of Personal Independence Payment, Higher Rate Mobility Component of Disability Living Allowance, War Pensioners’ Mobility Supplement or Armed Forces Independence Payment can choose to exchange their weekly allowance to lease a new vehicle.
Delia Ray, head of marketing for Motability Operations, which operates the Scheme under contract to Motability, a national disability charity, says: “We are proud to be providing worry-free mobility to over 630,000 customers across the UK. However, we know that over a million more people with qualifying allowances could also access the Scheme and benefit from the freedom and independence it offers, but many are unaware of how it could help them.
“This campaign therefore aims to showcase what the Scheme offers to many more people with disabilities, and their families and carers, encouraging them to find out more. And television, with its powerful impact and potential to reach many thousands of viewers, is at the heart of this.
Leasing a car, scooter or powered wheelchair through the Motability Scheme is simple and affordable, giving you a truly worry-free experience. The three-year vehicle lease package includes insurance for up to three named drivers, RAC breakdown assistance, vehicle servicing and maintenance, as well as tyre and windscreen repair and replacement.
Motability Operations has built a strong reputation, achieving high standards for customer service and engagement, and provides cars, powered wheelchairs and scooters that lead the way in value-for-money, effectiveness and reliability. It pays no shareholder dividends, meaning that all profits are reinvested for the benefit of people with disabilities.
Visit motability.co.uk for more information or call 0800 953 7000.