New advertising campaign launched to tackle societal attitudes towards disabled people

Disability charity, Leonard Cheshire has released a bold new campaign which aims to fight for the rights of disabled people and showcase their potential to live, learn and earn.

Leonard Cheshire’s Possibility with Disability campaign aims to shine a light on the potential of disabled people, and in turn, draw attention to the limiting effects of societal attitudes toward people with disabilities.  

It is not an individual’s disability that can hold disabled people back, but rather outdated societal barriers and attitudes.

POWERFUL

Launching a television advert alongside, digital, social and DRTV, the campaign features three disabled actors on their journey to live, learn and earn, demonstrating the real possibility with disability at the heart of the campaign.

“Leonard Cheshire’s Possibility with Disability campaign comes at a pivotal time for disabled people, given the challenges 2020 has presented and the 25-year anniversary of the Disability Discrimination Act,” explains Stephen Duckworth OBE, Leonard Cheshire trustee. 

“By working with disabled people in the development of the campaign, it is all too apparent that while there has been progress in some areas, there is still a lack of recognition of the power and potential that disabled people possess, something that this campaign aims to change.”

REPRESENTATION

There are 14.1 million disabled people currently living in the UK, and one in five people acquire a disability in their lifetime: representation is imperative.

Stephen continues: “Leonard Cheshire has worked to support disabled people to live, learn and earn for over 70 years, so we’re proud that this will be our biggest ever integrated communications campaign to date. 

“The benefit of having a more inclusive society is immeasurable.”

Within the Possibility with Disability campaign a voiceover explains that while pain, confusion and struggle can be experienced, it’s actually the way in which the world sees disabled people that represents the ‘real problem’. 

The new advert shows the barriers some disabled people can face in society

By contrast, the characters are then shown thriving in these environments, with Leonard Cheshire supporting them to ‘live’, ‘learn’ and ‘earn’ to their full potential. The ad closes with the actors asking viewers directly, “Can you see the possibility beyond my disability?”.  

BENEFITS

Viewers are invited to support Leonard Cheshire by texting ‘YES’ to 70773 to donate £5 or alternatively they can visit the website here.

Funds raised from the advert will further help disabled people to live full, independent lives. The funds can go towards Leonard Cheshire’s Can Do youth activities; Digital Inclusion Programmes; plus their Change 100 initiative and Employment Support programmes helping disabled people get into paid work.

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