Disability is a tough cause to fundraise for. Especially during a cost-of-living crisis.
So when Scope approached us to do their 2023 Christmas campaign, we knew we needed a really strong message. A message with cut-through and urgency. A message that brought home the injustice disabled people face at Christmas time.
Our first step was research and a deep dive into the world of disability. We spoke to Scope helpline advisers,read case studies and interviewed disabled people about their experiences last Christmas.
It quickly became clear to us that the cost-of-living crisis had been utterly devastating for disabled people over Christmas 2022 – a situation that was set to be repeated in 2023. So instead of ignoring it, we tackled it head on, with the Scope Cost of Christmas Appeal.
In an emotional TV ad, we showed how disabled people and families would be struggling to pay for essentials over the festive season. This was supported by direct mail, focusing on one of the case studies featured on TV.
Alongside this, we developed an identity for the overall campaign – with a shattered Christmas bauble and the message that for many disabled people, Christmas is broken. This appeared in the TV, in direct mail, in Scope’s charity shops and online.
The TV alone smashed its targets. It delivered over double the target income, with an ROI well above expectation in a tough marketplace. We had clearly struck a chord with viewers – a great achievement at a challenging time for fundraising.
Powerful results for a powerful campaign!